An expensive problem for the online fashion industry: Too many returns

One of the biggest challenges facing fashion ecommerce is one that has troubled offline retailers since the introduction of mass-produced clothing: sizing. The human body, with its diversity of shapes and dimensions, simply <a href="https://www.wsj.com/articles/its-not-you-clothing-sizes-are-broken-11576501384" rel="noopener ugc nofollow" target="_blank">does not lend itself to uniform standards</a> when it comes to clothing sizes, explains Suzanne Kapner in an article for The Wall Street Journal. As a result, sizing tends to vary from brand to brand and even within a single brand’s product mix. The concept of sizing itself is fluid. As each clothing brand gains insights about its customers, they produce clothing that better fits those customers’ body shapes and sizes. The result is that different brands use different dimensions to represent the sizes of their typical client. While this strategy ultimately presents consumers with a wider range of fits, it also makes the search for that perfect fit more challenging. In fact, among thousands of consumers surveyed in the fall of 2019, 70% said that finding clothes that fit was “very difficult,” reports Kapner. <a href="https://medium.com/@parker_content/an-expensive-problem-for-the-online-fashion-industry-too-many-returns-abc441ed1b51">Read More</a>