Women's wear sizing: a new labelling system

Abstract

PurposeThe purpose of this paper is to show that a new size labelling system based on the data gathered by [TC]2in the Size USA, Let's Size up Americasurvey would better serve the female population than the system currently in use.Design/methodology/approachBased on previous research conducted on [TC]2data and on pants measurements in the Canadian market, a new labelling system is proposed where size information is provided with three specific body measurements along with a female silhouette pictogram.FindingsThe paper demonstrates that a size label showing three pants measurements: pants waist, approximate hips, and inseam length, accompanied by a silhouette identifying where these measures were taken, is highly predictive of fit.Research limitations/implicationsThe study was limited to lower body (pants) for female.Practical implicationsA change to such a size‐labelling system would allow the apparel industry to move towards mass customisation at minimal costs. It would be more effective for the apparel order givers and retailers, enabling them to target whichever market they wish yet convey the necessary fit information in a generally accepted format. This system would also be more efficient as it would reduce the consumer time spent in fit identification and merchandise returns, in the case of internet or catalogue sales. As a corollary, it would increase both consumer shopping experience satisfaction and industry profitability.Originality/valueThe study proposes a new labelling system.