Poor sizing is an epidemic

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The relationship between size and self-esteem is a topic that is as relevant today as it was centuries ago. As society continues to use women’s bodies as trends and a measure of the standard of beauty, the number on a clothing label will continue to determine the feelings of insecurity of the modern-day woman. 

Sizing remains a major cause of dissatisfaction when shopping for clothes online. Research shows that to find the best fit, 41% of shoppers engage in “bracketing" (buying multiple sizes of a singular item) and return unwanted sizes when shopping online (Fashion United). Consumers experience inconsistent sizing across different brands and even within the same brand, this leads to a major lack of confidence in the brand they are purchasing from. Fashion psychologist Dion Terrelonge takes it even further by suggesting that “...if clothing sizes are inconsistent, [it] can negatively challenge [consumers’] sense of self”. 

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Beyond the tape measure

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Sizing is more than just a number or letter assigned to clothing. It elicits a tug-of-war in the mind of the consumer between who they think they are and who they want to be. The current state of sizing also makes it harder for consumers to navigate as “vanity sizing” has become increasingly common with brands. This is a concept where brands label larger sizes with smaller labels to make shoppers feel ‘skinnier’ and better about themselves. 

There is a cost for the psychological impact of sizing that your brand incurs when an inconsistent size guide inconveniences consumers. Your brand is largely associated with how it makes a consumer feel, with the process of finding the right size being a major point of contact... Unfortunately, research has proven that there are adverse consequences for inconsistent sizing, triggering psychological effects on consumers such as dysmorphia and low self-esteem, and in certain cases, altered self-image and eating habits (Sustainable Fashion Forum). 

The hidden cost of poor sizing

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According to Barclays, the number one reason for returns is poor sizing. If a consumer were to have a poor experience, research shows that brand association tends to be tied to feelings of low self-worth and there will be reduced brand loyalty and a lower chance of generating brand equity as a result. While it can be argued that there is still a likelihood of a consumer choosing to exchange the item, it is also clear that consumers who are disappointed with the fit of an item are less likely to exchange it for a larger/smaller size and will either add it to the stash of unworn clothes they have accumulated over time or return it. 

There is also a lack of transparency when it comes to the true cost of the returns process, which results in a third of online shoppers simply expecting to be able to return parts, if not all, of their purchase (DAZED). This has implications for the environment as consumers assume that the clothes returned are processed and put back in stock for resale. Meanwhile, the opposite happens; emissions from returns-related transport cost the environment and the reality is most of these clothes end up in a landfill contributing to the waste crisis. 

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Fixing fashion

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The cost of poor sizing isn’t cheap, but what if this could be avoided? Through technology, consumers can shop for their clothes online without having to feel like they are taking a major gamble on what size to buy. 

efitter simplifies the process of finding a shopper’s perfect size and introduces ease and convenience into the online shopping experience. We analyse relevant data points to recommend a size that fits each consumer, without the need for manual input. efitter contributes to reducing the possibility of returns by ensuring improved accuracy at the point of size selection.

The need for consumers to associate your brand with feelings of confidence when shopping online should be addressed. There is an opportunity for your consumers to feel a lesser psychological burden when navigating sizing if they can trust the standard and quality of your items. A healthier relationship between size and self-esteem becomes more attainable as a result.  

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Book a demo with efitter and explore how your brand can offer a more personalised shopping experience, increase conversion and reduce the likelihood of returns.