The End of Bracketing: Psychology Meets Fashion Tech

We’ve all done it: added three sizes of the same item to our cart, just to return two later.

That behavior has a name—bracketing—and it’s costing retailers billions every year. But at its core, bracketing isn’t irrational. It’s a psychological defense mechanism.

When shoppers can’t predict how something will fit, they build their own fitting room at home. It’s their way of hedging against:

• inconsistent size charts,

• flat or misleading product visuals,

• and a lack of trust in the tools brands provide.

In other words: bracketing is a symptom of uncertainty.

The Psychology of Confidence

Consumer research shows that bracketing spikes when trust is low. If customers doubt whether a brand “knows their body,” they take control by ordering extra sizes. The result? Higher returns, higher costs, and higher environmental impact.

Confidence isn’t about offering free returns—it’s about giving shoppers clarity before they ever click “buy.”

How Couture Technologies Solves It

At Couture Technologies, we address the cause, not just the cost of bracketing.

• FitMap™ visualizations show shoppers exactly where a garment will feel tight or loose before checkout.

• Photo-based body measurement tools generate accurate sizing from just two images—no tape measure required.

• Realistic 3D garment renderings deliver a true-to-life preview, replacing guesswork with confidence.

Together, these tools transform sizing from uncertainty into assurance.

The Bigger Picture

Bracketing isn’t just about fit—it’s about trust. And trust is built through:

• Clarity (showing, not telling, how a garment fits)

• Visualization (turning data into intuitive, visual insights)

• Consistency (delivering accurate recommendations, time after time)

The brands that solve bracketing don’t just lower return rates. They create stickier customer relationships, stronger sustainability stories, and a shopping experience where confidence replaces hesitation.