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Under Armour Japan was struggling with a high number of product returns from their online try on experience, partly due to having fewer physical stores compared to other major apparel companies and thus relying heavily on e commerce.
They lacked effective measures to mitigate the cause of these returns. The problem was not only tackling return rates for apparel products, but to also include their line of shoes into a cohesive solution.
By integrating a size recommendation widget into the existing user journey, we were able to alleviate uncertainty about fit without creating additional friction in the purchasing flow.
By also layering an analytics platform on top of the clothing and shoe fitting service, the team was able to monitor and adjust continuously based on performance.
Comparing year-on-year performance, we were able to reduce the total amount of size based returns by 27%, successfully achieving its return rate target of less than 3%. Looking at returns only for "size-related reasons" the achieved rate was dropped well below the brand's overall return rate.
Under Armour continues to conduct detailed analysis of returned merchandise (e.g. trends by series) and revise its recommendation logic accordingly, with the aim of further reducing returns in the future.
*Total period: Oct-Dec 2022 vs Oct-Dec 2023
Under Armour, founded in 1996, is an American sportswear company renowned for its innovative performance apparel. Headquartered in Baltimore, Maryland, Under Armour has expanded its product line to include footwear and accessories, becoming a global leader in athletic gear.
Under Armour, founded in 1996, is an American sportswear company renowned for its innovative performance apparel. Headquartered in Baltimore, Maryland, Under Armour has expanded its product line to include footwear and accessories, becoming a global leader in athletic gear.
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