How to choose shoes, clothes, luggage and jewelry online

Buying clothes and shoes online means guessing at fit, and fit is the reason most orders go back. Return shipping fees and short windows can quietly cost more than a discount saves, so this guide starts there, and the store policies table at the end compares return terms across the brands.

Fit and returns come first

• Use the brand's own size chart, measured against a piece you already own that fits well. Sizes differ a lot between brands.
• Read the reviews for fit notes ("runs small", "size up for wide feet") rather than star ratings.
• Check who pays for returns. Some brands offer free returns, some charge a flat fee, and some offer free exchanges but charge for refunds. Window lengths vary from a couple of weeks to several months.
• Final sale is final. Discounted items are often excluded from returns, so a sale price can be a worse deal if you're unsure about size.

Brands such as True Classic, Thursday Boots and Darn Tough publish generous return terms; the table below shows the rest.

Read the label: fibers and origin

US law requires clothing labels to show fiber content by percentage, the country of origin and who made or sold it; the FTC's labeling guide explains the rules. Use the fiber list to compare: a "merino" sock that is mostly nylon behaves differently from one that is mostly wool. An unqualified "Made in USA" claim must mean all or virtually all of the product was made in the US under the FTC's Made in USA standard, so "assembled in USA" or "designed in California" tells you something different.

Shoes and boots

For shoes from Allbirds, Kizik, Xero Shoes or Rothy's, check the width options and the return terms for worn shoes: some brands let you try them outside, others only accept unworn pairs. Leather boots from Tecovas or Nisolo need a break-in period, so check whether a resole or repair service is offered.

Luggage and bags

For luggage from Monos, CALPAK or Béis, measure the carry-on size including wheels and handles against your airline's limit, which varies by airline. Check what the warranty covers: wheels, zips and handles fail most often. If you fly with a toiletry case, the TSA's liquids rule sets the container sizes for carry-on bags.

Jewelry and sunglasses

For jewelry from Mejuri, gorjana or ITALIA Chains, learn the terms: solid gold is marked by karat, gold vermeil is sterling silver coated with gold, and gold-plated pieces have a thin layer over another metal. The FTC's consumer guide to buying gold and silver jewelry explains the markings. For sunglasses from goodr or Blenders, polarized lenses cut glare, but UV protection is what protects your eyes: the American Academy of Ophthalmology recommends lenses that block 99 to 100% of UV.

How to save in this category

Fashion brands mostly sell on their own sites, so the best savings rarely come from a code: look for sets and multipacks (socks, underwear, tees), first-order offers for signing up to emails, and the brand's own sale or archive section. Before you buy on sale, check whether sale items can be returned.