Meikip Inc. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Shingo Etomoto, hereinafter "the Company") surveyed the adoption status of size recommendation services among 131 brands operating on five major EC malls (*). The results showed that 86.3% of the brands have introduced size recommendation services. Furthermore, in a user survey, 93.3% of users responded that they "want to continue using the functions of size recommendation services in the future." Based on these results, size recommendation services are shifting from a "nice to have" feature to an essential feature that is "can't buy without it."

* Refers to five major department store-affiliated EC malls.

Survey Background

Apparel EC Ratio Less Than Half That of Books and Home Appliances

The apparel EC market continues to expand. According to a report by the Ministry of Economy, Trade and Industry, the market size is 2.798 trillion yen, a year-on-year increase of +4.7%. On the other hand, the EC ratio is 23.4%, with a growth of only +0.5% from the previous year. This is less than half that of books (56.5%) and home appliances (43.0%), indicating slow growth. As the market size expands, it is necessary to resolve online-specific challenges to further increase the EC ratio.

Lingering Concerns in Choosing Clothes on Apparel EC Sites

Another survey by the Ministry of Economy, Trade and Industry identified the following three points as major concerns for consumers when buying clothes online:

Uncertainty about whether the size will fit their body type (77.1%)

Inability to check the texture of the fabric (59.9%)

Inability to confirm if the product suits them (42.7%)

Spread of Size Recommendation Services in the Industry

To overcome these hurdles, various EC brands have been promoting the introduction of size recommendation services.

This time, the Company conducted a survey on the adoption rate of size recommendation services among 131 brands operating on five major EC malls (*) to clarify their prevalence.

* Refers to five major department store-affiliated EC malls.

Survey Results Summary

1 86.3% of Brands Have Introduced Size Recommendations

Out of the 131 brands surveyed, 113 brands had introduced size recommendation services. The adoption rate was approximately 86.3%, with only 13.7% not having introduced them. Looking at the malls individually and by category (ladies', men's, and kids'), size recommendation services are widely adopted across many EC sites.

2 76.1% of Adopting Brands Use unisize

Among the 113 brands that have introduced size recommendation services, 76.1% use our unisize. This result shows it is the most chosen service among several competing options. The high rate of switching from other companies to unisize suggests a trend towards seeking more accurate size recommendation services.

3 Size Recommendation Services are Becoming Established for Both Brands and Users

As the introduction of size recommendations spreads throughout the industry, our unisize has also steadily increased its number of adoption sites. As of January 2023, the number of adoption sites was 84, reaching 350 sites in three and a half years, an expansion of more than fourfold.

In parallel with the expansion of adoption by brands, user awareness is also changing. In a survey conducted by the Company targeting unisize users, 89.6% found it "helpful for size selection," 84.1% felt it "increased purchase intent," and 93.3% responded "want to continue using size recommendations in the future." This indicates that size recommendations have become an indispensable feature for the user's purchasing experience.

Our Viewpoint

The Company has consistently worked to eliminate the "size barrier" when choosing clothes online. As a result of diligently accumulating size data and continuously refining our algorithms, unisize has been chosen by 76.1% of brands. Even now, as size recommendation services have become something "you can't buy without," our role remains unchanged. We will continue to sincerely address size challenges to reduce even one more anxiety for customers.

Survey Overview

- Survey Name: Survey on the Adoption Status of Size Recommendation Services by Brands Operating on EC Malls

- Survey Organizer: Meikip Inc.

- Survey Target: 131 brands operating on five major EC malls (*)

- Survey Method: Confirmation of brand pages on each mall's official website

- Survey Period: June 2026

* Refers to five major department store-affiliated EC malls.

Reference Data (Source List)

- Ministry of Economy, Trade and Industry "FY2024 Survey on Electronic Commerce Market" (2025)

https://www.meti.go.jp/press/2025/08/20250826005/20250826005-a.pdf

- Ministry of Economy, Trade and Industry "FY2021 Survey on Manufacturing Base Technology Status (Survey on Textile Industry at Home and Abroad)" (2022)

https://www.meti.go.jp/meti_lib/report/2021FY/000636.pdf

- Consumer Affairs Agency "Consumer Awareness Survey on Sustainable Fashion" (2021)

https://www.caa.go.jp/policies/policy/consumer_education/public_awareness/ethical/investigation/assets/consumer_education_cms202_211013_01.pdf

unisize

unisize (https://cl.unisize.makip.co.jp/) is a size recommendation engine that suggests the optimal size when purchasing clothing, bags, etc., on EC sites. It utilizes extensive size data from domestic and international brands owned by our company and estimates appropriate sizes based on user body information using proprietary algorithms (patent pending). It also comes standard with a 3D silhouette function, allowing users to check the drape of clothing, the silhouette from four directions (front, back, left, right), the looseness of the garment, the fit, and the length of the hem when wearing shoes.

<Meikip Inc. Company Overview>

Company Name: Meikip Inc.

Representative: Representative Director Shingo Etomoto

Location: NITTO BLDG 1F, 126 Yarai-cho, Shinjuku-ku, Tokyo

URL: https://makip.co.jp/

unisize: https://cl.unisize.makip.co.jp/

Phone Number: 03-6265-3465

Inquiries: pr@makip.co.jp

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果
  • Organizations: unisize