When ‘Sustainable Fashion’ Isn’t So Sustainable: The Fit Problem Brands Overlook
It’s ironic when a fashion brand claims to be sustainable but overlooks crucial aspects that can help reduce returns and waste. One of the biggest oversights? Not using size recommendation tools to help customers find the right fit, or lacking product-specific size charts on their website.
Now, don’t get me wrong – sustainability is key. But how is a customer supposed to find their size online if they don’t know the product measurements, fabric elasticity, or how the clothing is designed to fit? Even when a customer goes to a store and tries things on, they typically pick 2-3 sizes to see what works best.
To replicate this experience online without size recommendation tools that gather all of this information and calculate the right size is just gambling. It’s one thing to claim sustainability, but it’s another to overlook an opportunity to reduce waste through proper fitting.
The Problem with Most Size Recommendation Tools
I know what you’re thinking – “Most size recommendation tools don’t give customers the right size, which is exactly why we don’t have one on our website.” And you’d be absolutely right! The majority of existing solutions don’t do enough to ensure accuracy.
Why Do These Methods Fail?
So, why don’t these methods work? Let’s break them down:
1. Past Purchase Analysis
This method assumes that past choices reflect current sizing needs, ignoring how body shapes and measurements can change over time. Additionally, it overlooks how fabric elasticity and clothing design affect size. A size recommendation tool based on this approach simply isn’t reliable.
2. Brand Size Matching
Another approach is matching size guides across brands. This method struggles because of inconsistent sizing standards across the industry. With so many brands using different standards, matching sizes across brands doesn’t guarantee a perfect fit. A true size recommendation tool needs to account for these discrepancies and still deliver accurate results.
3. Customer Input and Comparison
Some size recommendation tools rely on customer data like height and weight. While this method may seem appealing, it doesn’t ensure accuracy based on individual body shapes and fit preferences. This can often lead to incorrect recommendations, leaving customers frustrated and returning items.
The Crucial Missing Piece: Fashion Expertise
After looking at dozens of size recommendation tools and fit finders, I’ve noticed a crucial flaw: when these tools are developed, there isn’t a single fashion designer or patternmaker on the team. How can an engineer – who has never created a clothing pattern or fitted a garment on a human body – solve the fit problem?
The Role of Technology in Solving the Fit Issue
Technology is an important tool in addressing the fit issue, but it must be guided by the craftsmanship of garment making and translated into accurate algorithms. A size recommendation tool should be built with expertise in garment design and fitting to truly solve the problem.
The Missed Opportunity for Sustainability
In conclusion, the gap between sustainability and proper fit remains a major issue. While brands may be claiming sustainability, overlooking size recommendation tools is a missed opportunity. By integrating accurate size recommendation tools into your website, you’re not just helping reduce returns; you’re also promoting a more sustainable and customer-friendly shopping experience.
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