Sizing Issues in Fashion
Sizing is a significant obstacle for consumers when shopping, and brands need to be aware of this issue.
Vogue Business conducted a survey of nearly 700 consumers regarding sizing and representation in fashion, revealing a missed opportunity for brands.
Despite the challenging retail climate and luxury slowdown, many fashion brands have focused on highlighting the quality of their products to justify the price.
However, the research suggests that few brands consider the impact of product sizing on purchase decisions, which could be a misguided approach.
Amid a challenging retail climate and a luxury slowdown that’s seen sales dwindle across many of fashion’s flagship brands, labels have invested heavily in communicating quality and underlining that their goods are worth the price.
Author's summary: Sizing affects consumer purchase decisions.