Peaceful Hooligan is a clothing brand born out of UK football terrace culture, the early rave scene, and years spent following their colours around the country. Peaceful Hooligan makes clothing for people who live in it. The brand makes clothing as a civilian uniform, with a focus on quality and practicality rather than trends that come and go.
That means creating pieces that need to work beyond the product page. They are designed for changing weather, movement, long days, nights out, match days, and everyday wear. For a brand that puts this much emphasis on how clothing performs in real life, helping shoppers get the fit right before they buy is a big part of delivering on that promise.
Peaceful Hooligan designs clothing to be worn, not saved for the right occasion. That makes fit an important part of the customer experience. Online, shoppers cannot try on a jacket, polo, sweatshirt, or pair of trousers before buying. They have to decide how an individual product will fit based on the information available on the product page.
A shopper's preferred fit for a jacket may not be the same as the fit they want from a polo or sweatshirt. Cut, fabric, intended use, and personal preference all influence the decision. Peaceful Hooligan wanted to give shoppers more useful sizing guidance at the point of deciding to purchase, while reducing returns.
Peaceful Hooligan’s quiz starts with something shoppers already know: the size they usually wear. It then asks whether they consistently wear that size or sometimes choose a size up or down before getting more specific about body shape, chest, and height. Rather than asking shoppers to interpret a set of measurements on their own, Fit Quiz Size Recommender uses those answers along with product and sizing data to recommend a size for the item they are considering.
Once the quiz is complete, the shopper receives a recommended size and can add the product directly to cart. As they continue browsing, the Fit Quiz Size Recommender can recalculate the recommendation for each individual product rather than assuming the same size will work for everything in Peaceful Hooligan’s collection. Each product category has its own recommendation so that sizing can be more accurate across T-shirts, polos, sweatshirts, jackets, and trousers. This ensures the shopper gets an item that fits more accurately from one product to another.
Peaceful Hooligan also uses Swap to manage returns on their Shopify store.
Fit Quiz Size Recommender integrates with Swap, allowing Peaceful Hooligan’s sizing and returns data to work together rather than operating as 2 separate parts of the customer journey.
Fit Quiz Size Recommender can use return data from Swap to generate and improve recommendations. Fit Quiz helps shoppers make a better sizing decision before placing an order, while Swap captures what happens when a product is returned. It’s the ideal combo when you’re looking to improve conversion rates and reduce returns at your online store.
For Peaceful Hooligan, that means the sizing experience can continue learning from what customers actually buy, keep, and return.
The way Peaceful Hooligan has implemented the quiz is a straightforward solution for shoppers to get answers quickly. Size assistance appears directly beside the size options on the product page, and the quiz takes the shopper from their usual size through a short series of questions before giving them a specific recommendation and the option to add the item directly to cart. Instead of leaving someone to compare measurements or decide between 2 sizes on their own, the recommendation becomes part of the purchase process.
Peaceful Hooligan also saw a 22% improvement in return rate. Fit Quiz Size Recommender, together with Swap, provides data that, together, has generated a £46 ROI.
For Peaceful Hooligan, the impact is showing up on both sides of the order. More shoppers using Fit Quiz Size Recommender are completing their purchase, while the return rate has significantly improved. The reviews across the product lines speak to sizing across the board.
Peaceful Hooligan has always focused on making clothing that survives more than a season. With Fit Quiz Size Recommender helping customers choose a size before purchasing and Swap providing return information back into the experience, the brand has a more connected way to manage fit from product page through post-purchase.
Fit Quiz Size Recommender gives customers another level of confidence before they buy. We have seen that translate into a significant increase in conversion as well as better results on returns
