Still Using Size Charts in 2026? This AI Bra Fitting Quiz Changes Everything

The fitting quiz dilemma every lingerie retailer faces

It's 2026, and here's where most lingerie brands find themselves: either still directing customers to a static size chart (which nobody trusts), or months into building an in-house fitting quiz, only to realise they need a professional bra fitter on the team to make it actually work.

Sound familiar?

We see it all the time. A well-meaning marketing or product team decides to build a fitting solution. They draft questions, set up logic flows, maybe even add some visual elements. But somewhere around month three, it becomes clear: understanding how bras fit isn't the same as understanding how to build an online fitting experience.

Sister sizing. Brand-to-brand conversions. The difference between a 32DD in one sizing system and a 70E in another. How to guide someone whose band rides up versus someone whose cups gape. These aren't things you can Google your way through or ask a generic AI tool to figure out. This is specialist knowledge. The kind that comes from years of hands-on fitting experience.

Why we built Brarista (and why we keep building it)

We didn't start Brarista because we thought AI was cool. We started it because we saw a massive gap between what online lingerie shoppers needed and what they were getting.

For six years, we've worked alongside professional bra fitters (our founder being one of them), learning from their expertise, watching how they assess fit, understanding the questions they ask and why they ask them in a specific order. We've studied over 20,000 real fit records. We've tested with end-users and refined every detail.

During our beta partnership with Nudea, something interesting happened. They already had an in-house fitting quiz, built by a capable team. But when they ran ours alongside it, our quiz achieved 3× higher completion rates. Not because their version was bad, but because ours was built with decades of professional fitting knowledge baked into every question, every visual cue, every piece of guidance.

Even well-resourced teams benefit from having that level of specialist expertise embedded in the experience. You can't bolt it on later. It has to be foundational.

What we've just upgraded

We've just rolled out two significant upgrades to the Brarista fitting quiz, deriving from our 1-to-1 testing sessions with end users. These aren't small tweaks. They fundamentally change how personalised and educational the fitting journey feels for your customers.

1. Avatar-based personalisation

Here's a truth about online shopping that applies to every category, but especially lingerie: people need to see themselves represented.

When someone lands on your size chart or fitting quiz, they're already uncertain. They're wondering if your brand understands their body or if they’ll just waste time filling out another form that gives them the wrong size.

That's why we introduced avatar-based personalisation right at the start of the quiz. We now offer three body-type avatars based on real fit models:

• 32DD (UK 8)

• 34E (UK 12)

• 36G (UK 16)

Each avatar is supported by tailored visual assets throughout the quiz. Shoppers choose the one that feels closest to them, and from that moment, the experience becomes more relevant and relatable.

This isn't about putting people in boxes. It's about creating an inclusive starting point that says, "We see you. We're going to guide you based on what actually works for bodies like yours." Instead of feeling like they're navigating a generic tool, customers feel like they're getting personalised guidance from slide one. It sets the tone for trust, and trust is what converts browsers into buyers.

2. "Show more" guided fit support

Most fitting quizzes treat the process like a transaction. Answer these questions, get a size, done. But what if the customer doesn't actually know how to answer the questions correctly? What if they don't know what "band sitting parallel to the ground" means? What if they've been wearing the wrong size for so long that their frame of reference is skewed?

That's where our new "Show more" guided fit support comes in. At key fit checkpoints (like band fit and cup fit), we now include expandable guidance. If a GIF or image alone isn't enough, customers can tap to see:

• Additional images showing different fit scenarios

• Step-by-step written explanations

• Clear examples of good fit versus poor fit

This transforms the quiz from a questionnaire into genuine fit education.

Instead of customers guessing their way through, they're learning what good fit actually looks like. And when they get their recommendation at the end, they understand why their bra size isn’t what they were expecting to see. Moreover, when customers understand fit, they're far less likely to abandon their basket or return their order.

What this means for your business

Let's talk about what fit uncertainty actually costs you.

It's not just an abstract "customer experience issue." It shows up in your P&L, in your customer service inbox, in your warehouse operations, and in every marketing meeting where someone asks why acquisition costs keep rising but lifetime value stays flat.

Here's what the data tells us: 67% of shoppers who aren't confident in their fit abandon their baskets, particularly in lingerie. That's two out of every three potential sales, gone, simply because customers didn't trust they'd get the right size. In addition, even if they do take the leap and order, 60% of Gen-Z shoppers won't come back if they have to return an item. If the first order didn't fit, why would they come back?

This is where an expert-built fitting quiz fundamentally changes the equation. Not because it's flashy or uses trendy AI buzzwords, but because it replicates what a professional fitter in a boutique actually does: asks the right questions in the right order, observes visual cues, provides clear guidance throughout, educates as the conversation unfolds, and recommends with genuine confidence backed by years of hands-on experience.

And now, with avatar-based personalisation and expandable fit guidance, the experience is even more tailored and supportive. Customers aren't just getting a size recommendation. They're getting fit education that builds their confidence from the first question to the final checkout.

You don't have to build this yourself

Here's the reality: you could spend six months (or more) building your own fitting solution. You could hire consultants, pull in your product team, try to distill fitting expertise into logic flows.

Or you could integrate Brarista in two weeks. Not two weeks of planning. Two weeks to launch. With fewer than 20 hours required from your team.

You get:

• 6 years of specialist fitting knowledge

• A quiz that completes at 3× the rate of in-house alternatives

• Sister sizing, brand-to-brand conversions, and product recommendations built in

• Avatar-based personalisation and guided fit education

• An admin dashboard to track performance and optimise

• Support from our team, seven days a week

You don't have to become bra-fitting experts. You just have to partner with people who already are. The quiz fits perfectly into any e-commerce site, decreasing returns and increasing sales.

If you're still pointing customers to a static size chart, or if you're deep into building your own fitting quiz and realising how complex it actually is, let's talk.

Book a demo and find out how Brarista can take your business to the next level.