Which SKUs get bracketed, and why

Bracketing is not evenly spread across your catalog. A minority of SKUs, usually the ones with the least forgiving fit, account for a majority of multi-unit orders.

The usual suspects share traits: structured garments, denim, footwear, and anything where half a size changes the look. Inconsistent grading between styles makes it worse, because customers stop trusting the size chart entirely.

Your returns data already holds the ranking. Count multi-unit orders per SKU, weight by return rate, and you have the list of products whose fit content, grading, or photography needs work first.

Fixing the top of that list does more than cut returns. It recovers conversion from shoppers who currently hesitate, and it removes the excuse habitual bracketeers hide behind.