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Sometimes—but it is not a proven fix for every retailer, and fewer returns do not automatically mean lower emissions. Virtual try-on (VTO) is most likely to prevent a return when it helps someone choose a better-fitting item. Evidence for that outcome is promising but less mature than evidence that VTO can influence purchase intention, and the sources available do not establish a VTO-specific emissions reduction.
What counts as virtual try-on matters
“Virtual try-on” can describe different tools. Some overlay a garment or accessory on a shopper’s image to show appearance; others provide virtual fit information intended to help shoppers choose a size. A visual simulation is not necessarily a fit prediction. Evidence about one type should not be treated as proof about all the others.
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For returns, the useful question is whether the tool accurately helps a shopper predict how an item will fit and look when delivered. A convincing image that misrepresents fit could leave the gap between expectation and reality unchanged—or widen it.
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What the evidence says about returns
Virtual fit information has causal evidence in one retailer setting
In randomized field experiments, Antonio Gallino and Joseph Moreno studied virtual fit information in online retail. Their abstract reports that the feature increased conversion rates and order value while reducing fulfillment costs associated with returns and home try-on behavior, including customers ordering multiple sizes. This is relevant evidence that fit information can change costly behavior in the setting studied; it is not proof that every camera-based or image-generating VTO system reduces returns. Read the study abstract.
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A 2026 review calls return evidence promising, but less mature
A review by Cristina Yun and Jung-Hwa Seo, synthesizing research available through April 2026, finds that VTO can improve purchase-related responses under some conditions. The authors say evidence on returns is promising but less mature than evidence on purchase intention. That distinction matters: more willingness to buy is not evidence that more purchases are kept.
The review identifies simulation accuracy, garment characteristics, body image, technology readiness and privacy concerns as factors that can shape effectiveness or adoption. It emphasizes improving size and fit accuracy and narrowing the gap between what shoppers expect and what they receive. The authors call for transaction-level studies that track purchases, exchanges, retained items and returns across product categories and markets. Read the review.
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Other interventions are not evidence for VTO
A randomized field experiment involving 117,304 participants at a leading European fashion retailer found that environmental prompts reduced return shipments by 2.6% without a negative sales effect. The study also found differing responses among shoppers, with the prompt potentially helping some and backfiring for others. This is evidence about environmental prompts—not virtual try-on—and should not be used to claim that VTO produces the same result. Read the study.
Why fewer returns do not automatically mean fewer emissions
The possible climate benefit involves a chain of effects: accurate VTO might prevent a return; preventing that return might avoid some transport, handling, packaging or processing; and the net emissions change depends on what happens to the item and which logistics routes are involved. A returned item may be resold, routed elsewhere or discarded, and those outcomes affect the comparison. The sources here do not isolate a measured emissions reduction caused by VTO or provide a VTO-specific emissions factor.
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Two figures illustrate why the scope of an emissions claim matters, but neither measures VTO’s effect:
- Shopping and logistics scenarios: Tendam’s 2026 announcement of a UDIT life-cycle assessment reports an average 400 g CO₂ footprint for its omnichannel model, compared with 1,500–3,000 g for exclusively digital platforms, and a potential reduction of 73%–87%. These are company-reported scenario results about shopping and logistics models—not a test of virtual try-on or the emissions avoided by a prevented return. Read Tendam’s announcement.
- UK fashion-return context: A 2025 paper reports estimates of £7 billion in industry costs and 750,000 tonnes of CO₂ emissions associated with discarded apparel in 2022. These are contextual estimates, not a per-return factor and not outcomes attributable to VTO. Read the paper.
Pedro Esquivias, Managing Director of Tendam’s Customer Area, said of the company’s study: “sustainability is not measured by promises, but by data. This study, based on comprehensive analyses and surveys, reinforces our conviction that Tendam’s omnichannel model is more environmentally responsible while remaining profitable and commercially effective.” This is a company executive’s statement about Tendam’s study, not an independent finding about VTO.
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How to evaluate a VTO returns or emissions claim
A retailer assessing whether VTO works should measure outcomes beyond clicks or stated purchase intent. A useful evaluation would record:
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- Whether it predicts fit, shows appearance, or does both—and how accurately its predictions match delivered items.
- Purchases, exchanges, retained items and returns, compared with an appropriate control group.
- Differences by garment type and shopper group, alongside privacy, inclusion and body-image outcomes.
- For any climate claim, the actual delivery, pickup, return, resale and disposal routes, with emissions calculated for those scenarios.
Those measures help distinguish a tool that makes shopping more engaging from one that actually helps customers choose items they keep—and from one that can support a defensible emissions claim.
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