What sizes do you sell? One of the topics of high interest is Sizing. We get a lot of questions in this field, but the answers are not always as easy as the question seems to be. An example: “Nienke, can you please help us to improve our sizespec for this dress?”
I always return questions, which is not always the preferred situation (understatement). The starting point is always the target group. What do they expect when they buy a certain style and size? What body sizes do they have? And how can you capture all those different bodies with a minimum of sizes without using giant intervals? The answers are not easy and very much brand- and product related, but are always linked to consistency. Fit consistency is key to the solution. Clear communication about the fit (intention) is super important and best would be to communicate for what body size a garment size is meant, especially on the internet. Customized consumer avatars, based on 3D body scanning, have the future. We have to make it as easy as possible for our customers.
Fashion companies all have the wish for reducing returns so we have to do something with our communication and a consistent sizing structure behind the scene. There we have to start, building the structure, which is one of the pillars of great commercial success. Please contact Nienke Steen if you have any question or if you want to discuss your sizing dilemma.
P.S. In May we will have our next Sizing session @Modint. The next Sizing update will be about the date, the themes and speakers.