News

Fashion retailers beware: A bad fit for shoppers is a bad thing for business

June 28, 2016

Fit, as in clothing fitting the body, is a crucial aspect for consumers and retailers should be aware that a poor fit isn't a good thing in the customer experience.

A new Body Labs survey reveals nearly half of consumers hate trying on clothes but the majority still do it to ensure they're making a good purchase, and that same majority will only buy clothing online from brands they know have clothes that fit them.

The report also notes that when it comes to footwear a poor fit was the top reason for returns among 64 percent of those polled.

"Poor fit is one of the biggest drivers of returns for online and in-store shoppers," said Bill O’Farrell, co-founder and CEO of Body Labs, in a release.

"From our consumer 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. If retailers could deliver a better fit experience personalized for each shopper, it would cut costs considerably from returns, restocking fees and logistical related costs for managing returned inventory."

By ensuring a good fit for consumers, retailers can make a dent in decreasing the 22 to 25 percent of online and in-store purchase returns and boost profit as 58 percent polled said they'd buy more if they could ensure a proper fit.

 "For retailers and manufacturers, a consumer pain point can be translated into an opportunity," said O'Farrell.