Stores watching Amazon take a larger share of clothing sales are trying to solve one of the most vexing issues for online shoppers: Finding items that fit properly.
The retailers are unleashing tools that use artificial intelligence to replicate the help a salesperson at a store might offer, calculate a shopper's most likely body shape, or use 3D models for a virtual fitting room try-on.
Amazon, which some analysts say would surpass Macy's this year as the largest US clothing seller, is offering some customers an Alexa-powered device that doubles as a selfie- stick machine and a stylist.
Retailers want to reduce the rate of online returns, which can be up to 40 per cent, and thus make customers happier, and more likely to be repeat shoppers.
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