Size stability and its impact on returns

In the highly competitive world of fashion, where each season brings new trends, colors, and styles, there is one fundamental aspect that often goes unnoticed but can make the difference between the success and failure of a collection: size stability. This term, which might seem technical or specific, has a profound impact both on the consumer experience and on the profitability and reputation of your brand. In this article, we will explore why size stability is crucial for new collections and how some renowned brands have faced related issues.

Size Stability: a pillar in the consumer experience

Size stability refers to the consistency in garment measurements within the same brand over time. That is, a consumer should be able to trust that a size M from a previous collection will have the same measurements in a new collection, or even that within the same collection they will always wear the same size in a specific category, for example, pants. This aspect, although basic, is one of the main factors influencing the purchasing decision, especially in e-commerce or marketplaces, where the physical trial of the garment is not possible before purchasing.

When a consumer finds a brand that offers consistent sizing, it builds trust, translating into loyalty. On the other hand, when sizes vary between collections or even within the same one, frustration and distrust are generated. This not only affects the brand’s perception but can also lead to a high return rate, directly impacting profitability.

Real examples: brands that have experienced sizing issues

Even the most iconic brands are not immune to sizing stability problems. A notable example is Zara, the fast-fashion giant, which has been criticized for size inconsistency. Consumers have repeatedly expressed their frustration upon discovering that a size M can be significantly smaller or larger in different garments within the same collection or season. This issue has generated thousands of comments on social media, where customers share their negative experiences, potentially affecting the brand’s image.

Another example is HM, which in 2018 announced an adjustment to its sizes after receiving customer feedback that the clothes were smaller than expected. This change, although well-intentioned, also caused some confusion, as some consumers were unaware of the update and encountered problems when purchasing their usual sizes.

At Naiz Fit, we have personally encountered these critical issues with some of our clients. In a case with a luxury Italian ready-to-wear brand, we coordinated fitting tests to activate the SizeForm size recommendation module for e-commerce. While testing the collection’s garments with our focus group of women of different ages, heights, and weights, many confirmed wearing up to three different sizes in the jeans collection (in some SKUs they reported wearing a size 38, in others a size 40, and in others a size 42). You can already imagine the confusion that sizing instability can cause if not addressed properly…

Where does the problem of sizing stability come from?

Sizing instability can have several causes. One of the most common is the lack of a standardized sizing system within the industry. Each brand defines its own measurements for each size, leading to significant variations between brands and even between different collections within the same brand.

Additionally, during production, patterns can be slightly altered for various reasons, such as changes in suppliers, fabrics, or manufacturing techniques. These alterations, although minimal, can accumulate and result in size differences that are noticeable to consumers.

Impact of size inconsistency on consumers and brands

The consequences of sizing instability are evident, as they significantly impact consumer behavior. According to a Narvar study, more than 45% of returns in e-commerce are due to sizing issues. This figure is alarming, as returns not only represent an economic loss for the brand (shipping, processing costs, etc.) but also affect the customer experience, reducing the likelihood of future purchases.

From the brand’s perspective, maintaining size stability not only improves customer satisfaction but also optimizes the supply chain and reduces costs associated with returns. Moreover, a good reputation for sizing consistency can be a key differentiator in a saturated market, where customer loyalty is increasingly difficult to secure.

How brands are solving the problem thanks to Naiz Fit’s Smart Catalogue

To mitigate these problems, brands must adopt a customer-centric approach, using technological tools that allow for more precise control of measurements and size consistency. Our Smart Catalogue platform allows brands to access detailed reports of analytics and consumer feedback on garments and sizes.

Is my sizing consistent at the brand level? And at the product category level? How do consumers perceive my sizing? Does the XX garment fit better with a particular body type? These are just some of the questions that the Smart Catalogue module provides to product teams, offering reports and statistics about their collections, allowing them to make more informed, data-driven decisions.

Implementing technology that provides data for more informed decisions and ensuring that sizes remain consistent across collections could be key to building a lasting trust-based relationship with customers.

Size stability is much more than a technical issue; it is an essential component of the strategy for any fashion brand wanting to stand out in a competitive market. Brands that ignore this aspect risk alienating their customers and losing sales. On the other hand, those that invest in maintaining consistent and reliable sizing will not only improve customer satisfaction but also strengthen their market position by creating collections that truly resonate with their audience and their fit expectations.