The Importance of Size Integration in Fashion
The fashion industry is missing out on opportunities by confusing consumers with poor fit and narrow sizing, which can hinder growth. Despite the increasing use of weight loss methods, there is still a significant need for size integration. Brands that fail to address inconsistencies in size and presentation risk losing loyalty and relevance.
The Gap Between Consumer Needs and Brand Offerings
To understand the gap between consumer needs and what brands offer, a survey of 687 readers in the US and UK was conducted. The survey revealed that 51 percent of respondents were medium-sized, 25 percent were plus-sized, and 18 percent were regular-sized, while the remaining 6 percent chose not to reveal their size.
The Impact of Inconsistent Sizing on Purchasing Decisions
In a difficult retail environment, labels have invested heavily in communicating quality and emphasizing the value of their products. However, few consider the impact of their product size on purchasing decisions. The survey results showed that many consumers, especially medium and large consumers, feel alienated by fashion brands, especially luxury labels.
Alienation and Limited Loyalty
Inconsistent sizing, poor availability, and a lack of representation of different body types create practical barriers to purchase and affect consumers emotionally. This alienation and limited loyalty are significant concerns for brands, especially at a time when they need customer loyalty the most.
Size Discrepancies and Purchasing Behavior
The vast majority of consumers (91 percent) say their clothing size depends on which brand they buy from, which many find frustrating. Poor size and fit are among the biggest purchasing barriers for respondents, second only to cost and quality. When asked what stops them from purchasing from a brand or retailer, 43 percent cited poor fit and 36 percent cited inconsistent sizing.
Size Discrepancies by Consumer Group
Size discrepancies are a greater concern for plus-size (46 percent) and medium-size (34 percent) respondents than for normal-size respondents (25 percent). This highlights the need for brands to prioritize size integration and cater to diverse consumer needs to avoid losing loyalty and relevance.
