Mys Tyler launches FitCheck to cut returns & boost confidence
Mys Tyler has introduced FitCheck, a new tool designed to lower product returns and increase conversion rates within the fashion eCommerce sector.
Globally, online fashion retailers face significant challenges, with approximately 30% of all online fashion purchases being returned. This issue translates to an estimated annual cost of USD $100 billion to the industry. In Australia alone, returns cost fashion retailers over AUD $800 million each year, with one-third of returned fashion items deemed unsellable, creating both financial and sustainability concerns.
Sarah Neill, Founder and Chief Executive Officer of Mys Tyler, described the difficulties faced by the industry: "Despite billions invested in sizing tools, virtual try-ons, and body scanning technologies, the industry continues to miss one critical factor: the human element. Fit is about how a piece makes you feel. Does it suit your shape, your colouring, your life? For many women, style confidence doesn't come easily. But seeing someone you relate to wearing and styling an item? That builds trust. It's powerful social proof—and it drives conversion."
Mys Tyler's FitCheck builds on the company's proprietary Fit Algorithm, which matches shoppers with content creators who share similar body types. Through its consumer app, this approach has attracted over 650,000 women globally and achieved return rates of just 5.9%, substantially lower than the industry average of 30%.
Representation challenges
Fashion eCommerce has been criticised for limited representation, with most product pages predominantly featuring a single model, typically around size 8 according to Australian standards. Mys Tyler published insights that show the average woman in Australia wears a size 16, highlighting a significant disconnect between product representation and customer reality. While review platforms offer some user-generated content, the volume of visual reviews remains low, particularly among plus-size shoppers.
Neill explained the importance of diversity in fashion imagery: "Women want to see clothes on bodies like theirs—different shapes, sizes, heights, and styles. Representation builds trust, drives conversions, and reduces returns."
Mys Tyler addresses this gap through its network of diverse fashion contributors. These creators are selected to reflect a broad range of demographics and body types, producing high-quality content tailored for inclusion directly on retailers' product pages.
FitCheck functionality
FitCheck extends the standard use of model imagery by placing creator-powered content alongside typical eCommerce product photos. Shoppers can view interactive carousels featuring images and videos of items worn by a diverse group of women. These media assets are supplemented with body data from the creators, providing shoppers with detailed context to support their buying decisions.
Retailers can work with Mys Tyler's fashion creators to implement FitCheck from launch. Compared to traditional user-generated content, FitCheck is designed to be curated, aligned with brand aesthetics, scalable, and ready for immediate integration. Neill commented on this aspect, saying, "Retailers no longer have to choose between polished and authentic. FitCheck delivers both—bringing empathy, relatability, and real-world diversity to the product page and helping shoppers buy with confidence."
Demonstrated outcomes
Results from the Mys Tyler app indicate that by matching shoppers with like-bodied creators, items purchased have a return rate of just 5.9%. This is in contrast to the prevailing industry rate near 30%, and Mys Tyler reports seeing stronger buyer confidence at the moment of purchase due to increased representation and fit intelligence.
"We've spent five years building expertise in fashion fit and representation," Neill said. "FitCheck puts those insights to work—helping retailers create more inclusive, high-converting shopping experiences, and significantly reducing returns in the process."
FitCheck is currently available through selected retail partners, with a global public launch scheduled in 2026. Early participants will have the opportunity to access the technology, collaborate on custom creator strategies, obtain insight-driven data, and be involved in shaping the future development of the product.
