A photo shows the color and cut of a jacket. It can’t show how a medium will fit the person looking at it. Size charts, garment measurements and the model’s height and size answer that question, and fewer wrong sizes means fewer returns.

So look at how a Shopify theme attaches size information to products. One store-wide chart is fine for a single line of basics, but a clothing store selling denim, dresses and knitwear needs a chart per category. On collection pages, color swatches help, and a quick add that asks for a size suits repeat customers who already know their fit.

Brands that sell through seasonal collections or limited drops need a homepage they can rework for each launch, and lookbook sections that turn campaign photos into shoppable pages. A label selling the same core pieces all year should put that effort into product pages instead: fabric details, care, fit guidance and photos of every color.