Edward Gribbin, the President of Alvanon has recently written a great article on the fit issues facing consumers and fashion labels.
With labels all around the world able to reach a more global market via the internet, the fit issue has become more prominent. Different markets have different fit requirements and the current practices do not account for this. Consumers are confused and the internet is not making this any easier. The solutions that retailers have developed are a step in the right direction but they still do not address the issue of fit.
This is why researching your market is so important. There is no point consumers digitally trying clothing on if it won’t fit.
With 30% of consumers unable to find off-the-rack clothing that will fit them well, it is a sign that labels need to change their approach.