CASE STUDY: Cracking Fit, Boosting Conversion

A globally recognised denim brand with international scale and very size-complex product ranges.

Conversion was underwhelming and returns were high - especially in jeans, where multiple sizing variables (waist, leg length, leg opening, finish) created friction. Buying behaviour varied significantly across markets, but the brand’s messaging didn’t.

• Analysed shopper behaviour in 14 global markets - from Shanghai to San Francisco

• Identified key differences in how customers browse, compare, and commit

• Helped the brand tailor fit communication by region to improve buyer confidence

• Improved how size complexity was messaged on-site to reduce return risk

✅ Conversion in jeans category increased by 8–16% across key markets

✅ Returns dropped by an average of 17%

✅ Enabled localisation without overhauling product or operations