About 80% of EC purchases of clothing were abandoned due to "not being able to try on".

aiile, a women's apparel brand operated by a sewing factory in Odate City, Akita Prefecture (operated by SH.K. PRODUCT Co., Ltd.), conducted a survey on X (formerly Twitter) regarding "purchasing clothes through online shopping. As a result, 79% of women responded that they have given up on a purchase due to anxiety over not being able to try on a garment. In order to solve this problem of "basket drop (purchase abandonment)," we are strengthening our "home fitting room" service, which allows customers to freely try on different sizes and other items at home.

Summary of Survey Results

Q. Have you ever "given up" on purchasing clothes online because you were worried about your size because you couldn't try them on?

Yes (Often...): 79

No (I would just snap it off): 21% (survey target: X-users)

(Survey target: 277 X-users / Survey period: from January 27, 2026 / In-house research)

Analysis: Huge opportunity loss" hidden in the EC market

The survey revealed that about 80% of respondents "gave up before buying.

This indicates that the psychological hurdle of "not wanting to make a mistake" is the biggest stopper to purchasing, even before the hassle of returning a product.

What is aiile's "In-Home Try-On Room" that solves the problem of "not being able to try on clothes"?

This is aiile's unique service born from the desire to "experience the quality of local sewing factories without the fear of failure.

<Features of the service

You can order "different sizes" and "different colors" at once and compare them at home.

The premise is "try-on", not "return".

In normal e-commerce, returning items is a negative process, but this service takes the stance that "it is normal to return items that don't fit," so you can use the service without feeling guilty.

Coordinates with clothes you already have on hand.

Unlike a fitting room in a store, you can examine the clothes with the shoes, bags, and bottoms in your own closet, imagining the actual usage scenario.

Comment from the person in charge (Brand Director, SH.K.PRODUCT aiile Co.

aiile is a brand that strives to create products that are both beautiful to look at and comfortable to wear.

At our pop-up stores, we have received many comments from customers such as "I was attracted by the design, but when I tried it on, it was much easier than I imagined" or "It is comfortable but still looks neat.

As a brand originating from a sewing factory, we value that our clothes, including pattern design and sewing specifications, are "complete only when you wear them.

In this survey, it became clear once again that anxiety about not being able to try on a garment is a major factor in giving up on a purchase.

The "In-Home Try-On Room" is a service that goes one step beyond EC shopping, where decisions are based solely on design, to help customers make a convincing choice, including comfort.

We will continue to strengthen this initiative so that customers can find a piece of clothing that does not compromise on either design or comfort.

Brand Overview: About aiile

aiile is a factory brand born in 2022 from a sewing factory that started as a form of taking over local craftsmen who moved from Kanto to Akita in 2016. Utilizing the careful and delicate sewing techniques that have been used for domestic and international department store brands, the brand offers high-quality clothes that can be worn with care for a long time. After graduating from ESMOD JAPON, the brand director worked as a stylist and patterner in Tokyo before taking over the factory with her husband after they married. While raising small children of her own, she aims to create comfortable and beautiful clothes that accommodate changes in body shape and values.

Official website: https://aiile.jp/

Instagram: @aiile_official