Help apparel shoppers buy with confidence
Online shoppers can’t feel the fabric or try things on. Baymard’s apparel UX research shows where shoppers struggle with fit, sizing, imagery, and returns, with research-backed design patterns that help.
Research behind better apparel shopping experiences
Where apparel shoppers need more help
Explore common points of friction when shoppers choose clothing, footwear, and accessories online.
Fit & sizing
Help shoppers understand measurements, fit and size conversions before choosing a size.
Product imagery
Show clothing on human models so shoppers can judge fit, length and how a product looks when worn.
Outfit discovery
Support browsing by style and occasion, with curated paths that help shoppers find relevant products.
Returns
Make return and shipping information easy to find before shoppers commit to a purchase.
90%
of apparel sites get at least one key UX best practice wrong.
82%
of apparel sites don’t provide sufficient sizing information.
70%
of benchmarked sites don’t use size-selection buttons, or implement them incorrectly.
48%
of apparel shoppers look for size accuracy and fit details in reviews.
Apparel & Accessories
The findings from Baymard’s large-scale testing of Apparel & Accessories sites provide you with 500+ UX guidelines, along with 13,000+ UX performance scores and 12,000+ best practice examples from Apparel, Footwear, and Accessory sites.
The UX research covers the entire online shopping experience, including:
- How to best convey ‘fit’ and ‘feel’ to users, incl. international size guides
- Product visuals, image size and interactions, color variations, etc.
- Cross-sells, incl. ‘Goes well together’, ‘buy the outfit’ etc.
- The returns process, both the pre- and post-purchase UX related to returns.
adidas, Allbirds, American Apparel, ASOS, Anine Bing, American Eagle Outfitters,
How does your apparel site compare?
See how leading apparel sites perform across the shopping journey. Use annotated page examples to understand common issues and identify improvements to investigate on your own site.
Related industries
Explore research for neighboring ecommerce categories.
Built on how apparel shoppers behave
Apparel UX questions
What does Baymard’s apparel UX research cover?
The full ecommerce journey, including navigation, search, product lists and filtering, product pages, checkout and accounts. Apparel-specific research also covers fit and sizing, imagery, outfit discovery and returns for clothing, footwear and accessories.
Should we start with research access or a UX audit?
Which Baymard plans include apparel research?
Can an audit compare us with direct competitors?
How is the apparel research conducted?
What Our Clients Say
Baymard’s research is used by 29,000+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 ecommerce companies.
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”Will Close Director of A/B Testing at Nike.com
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”Ariana Biedebach Manager, UX Research at Levi Strauss & Co.
Put apparel UX research to work on your site.
Explore the guidelines, benchmarks, and examples most useful for your team.