As E-commerce continues to become the preferred shopping method for fashion consumers, the most common approach to uncertainty over fit and sizing has been overordering.
According to a new report from Presize, the size solution company with the goal of bringing one billion perfectly sized garments to shoppers by 2023, currently only 2 percent of online fashion shoppers buy perfectly sized garments.
The insights study, which analyzed the top 100 European retailers including Zara, Adidas, Gucci, Louis Vuitton, Sezane and Asos, among others, aimed to understand the issues with sizing in the digital fashion industry. Of the companies, 77 shops have size charts on their product pages, 34 shops use size recommendation technology and nine shops do not offer any help with sizing.
Notably, data from Presize shows that not even 1 percent of shoppers click on size charts — finding them outdated. Of the 77 companies with a size chart, only 45 included measuring guides to explain how to navigate finding personal measurements to determine size. The authors of the report noted, by not having these guidelines, the companies made the size charts “meaningless.”