When it comes to clothes, I often wish I had a man's body. Men's clothes are typically sized more consistently - because men's bodies are more symmetrical than women's bodies -- not to mention men's articles are often better made. Shoes, especially.
But the trouble with women's clothes isn't because of some bundle of "pink taxes" that makers & retailers conspiratorially tack on to take advantage of women. There are actual reasons why sizing in particular is all over the place.
According to AI, the chief reasons are:
- Different brands target different body types & use fit models that are aligned with their vision of the women who will wear their clothes. Of course, it's rare that brands will actually communicate this outside of ads
- Vanity sizing is still a thing, even in this age of X-wave feminism. There are a lot of women who feel better if their jeans say they're a size 4 instead of a more accurate 34 (or, their hip measurement in inches). So, brands will invent their own reality-divorced sizing.
- Changes in materials. One pair of jeans can fit you like a glove, but if the maker uses different denim for whatever reason, the next pair of jeans you buy from them likely won't fit the same (if at all), even if it's the same size & "fit profile."
- No sizing standards. While men's clothing is sized predictably (usually in inches), women's clothing brands view inconsistent sizing a market differentiator.
Of course, there's always women themselves. Sure, women like to complain about sizing, lack of quality & the fast-fashion treadmill, but they're not providing any meaningful (market-based) resistance to any of it. Imagine what would happen if maintaining a capsule wardrobe & buying one new piece once or twice a year was a thing. Or, having the discipline to save up for something high-quality, like a custom skirt from a local designer. Maybe we wouldn't be having the same tired conversations about how women just can't find anything to wear despite an overflowing closet & a dizzying array of choices.
Indeed, imagine if women dressed for themselves first, rather than for other women.... we might see some real market changes, then.
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“If you actually made clothes that fit, we wouldn’t need to buy multiple sizes!”
Last week, ASOS.com rolled out changes to their Fair Use Policy, targeting customers with higher return rates. From October, if you have a frequently high returns rate, a fee will be deducted from your refund. While this might seem like a necessary step for ASOS, customers are outraged—and, as a customer myself, I can see why.
For a brand without physical stores, many customers rely on ordering multiple sizes due to inconsistent sizing. Rather than losing loyal customers, ASOS could use data to fix the problem at its core: sizing. Penalising customers for something that isn't their fault, such as poor fit, seems like a misstep.
At efitter, we see things differently. We believe customers should shop with confidence, knowing their clothes will fit. With data, brands gain access to insights into customer shopping habits, whilst reducing return rates, and improving conversion rates.
If you're a brand looking to enhance your customer experience and reduce returns, let’s connect! Learn more: efitter.com/partner
#fastfashion #onlineshopping #fashiontechnology #data #retailtechnology #asos
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