Digital shoppers have to rely on sizing information provided on websites, but sizes rarely translate perfectly from brand to brand or even product to product. This can cause high incremental costs for retailers, leading to more returns and dissatisfied customers. Here’s what retailers are doing to simplify sizing.
86% of retailers list information about products’ sizing and fit on product pages, often stating if products tend to have skewed sizing, or if customers should buy a size up from their usual purchase, according to Gartner L2’s Digital IQ Index: Department Stores. For example, Macy’s crowdsources this information with dress customer reviews, including allowing customers to rate specifically if the dress runs short or does not provide enough coverage. ASOS takes this up a notch by offering a Fit Assistant for customers to input their measurements and get recommendations, even showing the return rate of different products to help identify poorly fitting ones. The e-tailer also experiments with providing images with models of different sizes to show how clothes fit across a variety of body types.
While generating extra merchandising has substantial cost, the move has been hailed by ASOS’ fans on social media. For brands looking to better fit their customers’ expectations, investing in a more comprehensive size guide could be worth it.