Why Should My Sizing Be Unique?
There are many components to the success of a fashion brand and all are important in their own right. Yet time and time again, one of the most integral details often gets overlooked by many start ups and it is something I experience from a high percentage of new clients. It usually goes along the lines of this:
“I want S, M, L”
“European sizing will do”
or the real pet peeve…
“Can I have standard sizing?”
If you take one thing away from this post, let it be rule number one: there is no such thing as standard or common. As a brand owner or entrepreneur looking to launch a fashion business, it is your responsibility to conduct adequate customer research in order to establish their needs and sizing requirements.
Globally there are discrepancies between trends, cultures and demographics. Whilst the average dress size in the UK currently sits at 16, the average dress size in America is 16-18 (UK 20-22). What may run as a best seller in Amsterdam, may not translate or convert to sales as much in Australia.
Furthermore, if we kept to the same location yet catered to a different audience, what sells amongst young adults may not be as highly sought after from those middle-aged. If your customer profile is a woman in her 50s and above, the “high-street standard sizing” of Topshop (standard doesn’t exist don’t forget!), will not be produced with a different physique in mind. The body changes with age and a quality brand with unique sizing would reflect this for the benefit of their customer.
So how can you decide on your size range?
There are multiple factors to be taken into account. Firstly, speak to your customer. Conduct customer research, engage with them on social media, find out their pain points. Where do they shop? Is there a size that’s often sold out? Look to your competitors and analyse the industry. See if you can notice a gap in the market for a certain fit like my client Jordan Bishop did with Stridez. Finally, if you're an established brand and have already sold products, then analysis of the sales data is appropriate for you to continually review, refine and improve your brand’s unique sizing.
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