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Survey: Shoppers Not Satisfied With Clothing Fit

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The majority of consumers are not happy with apparel sizing.

According to a recent Body Labs survey, 58 percent of shoppers would buy clothes more frequently if proper fit was ensured.

The report, titled “Solving the Fit Problem” was conducted to analyze retail experiences and consumer purchasing habits associated with clothing sizing. Studying the $62.4 billion “fit” problem would help brands and retailers establish costly solutions, resolve apparel sizing problems and meet consumer demands.

“From our customer survey, it’s clear that shoppers are not satisfied with their experience when trying on clothes, and often times, realize later that clothes don’t fit and are forced to make returns,” Body Labs chief executive officer, Bill O’ Farrell, said.

Almost half of all survey respondents said that they hate trying on clothes, but they still go through the fitting room process at stores. A majority of consumers also said that they will only purchase apparel online from brands that they know fit their bodies (57 percent).

“Poor fit” was the biggest reason for consumers returning their clothing. Sixty-four percent of apparel shoppers returned their purchases because of sizing issues. The survey also found that 22 percent to 25 percent of all in-store and online purchases are returned.

Thirty-four percent of consumers said they were unsatisfied with traditional apparel sizes found at most retailers. Even though label sizes are pretty universal among brands, consumers still found difficulty finding the right sizes. Eighty-five percent of clothing shoppers said they would purchase more items if the fit was guaranteed.

Keeping Body Lab’s survey results in mind, retailers should take into consideration the greater “fit” problem and how the industry can improve sizing initiatives as a whole.

“If retailers could deliver a better fit experience personalized for each shopper, it would save considerable financial outlays in addition to returns such as shipping, restocking fees and logistical related costs for managing returned inventory,” Farrell said.

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