You've finally found your dream dress after 20 mins of scrolling.
Of course the next logical step to do is to open up that size chart link to find the right size. But, guess what? Here comes the shocker. You now struggle to decide on the best fit for yourself as you attempt to decipher the jumble of information the size chart presents – from centimetres to inches, to sizing based on various international sizing metrics..
You then realise that you don't fall into any perfect size category. Size 8 for my waist and hips, but a size 10 for my bust? What do you do? In frustration, you end up basing your selection on intuition, murmuring a prayer under your breath that your guesswork may be correct when the parcel arrives.
What's happening here?
"The reality is that size charts cause more confusion than certainty."
Other than the fact that there is no international standardisation for clothing sizes, each and every shopper has their own unique body shape and figure which oftentimes falls across different size categories. This makes reading size charts exceptionally difficult and confusing, with many relying on habit and intuition to purchase apparel eventually.
While some leading retailers in the market do not even carry size charts on their sites, here's an example of how a size chart looks like:
It's truly difficult for the average shopper to make sense of the above numbers. The result? Size work guessing have led to significantly high returns rate in online retail - 61% of which are size & fit related!1
Looking at the numbers, size charts are clearly not fit for purpose. Infact, we think they might soon be extinct, given that retailers are pursuing alternative solutions to help shoppers find their right fit. What do you think?