Although it may sound counterintuitive, brands and stylists may want to rethink
Apparel sizing, and prioritize fit over style.
During a webinar last week, sponsored by Fit:Match, Kim Apodaca, executive stylist;
Desiree Atalia, celebrity stylist and designer; Demina Becker, senior sales executive at
Fit:Match, and Hillary Littleton, senior growth marketing manager at Fit:Match,
discussed why fit is so critical in styling clients as well as for all consumers. The
session included an overview of the Fit:Match sizing technology and how it can
address the customer pain points around fit.
Littleton began the session by describing Fit:Match’s value proposition and how it is
positioned for business-to-business companies as well as for consumers. For fashion
shoppers, the platform allows them to shop with confidence and have a personalized
shopping experience while “never having to try on clothes again,” Littleton said.
For brands and stylists, the technology is easily integrated into existing platforms, and
drives higher conversion rates and higher average order volume while increasing
repeat purchases and reducing returns. But why should fit be a priority over style?
Littleton described the fit-first approach and the platform as a “game-changer” and
said “knowing what fits and eliminating fit risk [while shopping] means that you can
really focus on style and color, which makes the shopping experience much more
personalized, enjoyable and satisfying.”
Fit:Match uses 3D mapping, and “2D matching,” which means the online shopper is not
shown items that will not fit. Littleton also explained how the technology can be
integrated into a brand’s app, at a physical retail (https://wwd.com/tag/retail-2/)
store, and on a website.
Atalia, who specializes in styling celebrity athletes, said sizing is a nightmare and
noted that her clients “have two different sizes throughout the whole year: off-season
and during the season measurements.” Aside from the weight fluctuations, Atalia said
no two brands are sized the same.
“So I physically go and I measure them with a measuring tape at least twice a year,”
Atalia said. “Their weight fluctuates by season; so sometimes one season they’re 15
pounds heavier and then the following season they’re like, ‘oh look, I didn’t gain any
weight’ — so it’s a never-ending battle for me.”
Apodaca agreed that fit and sizing are challenging and said, “Sizing is everything to
me.” Apodaca said she can “go and buy a luxury piece for a client and if it doesn’t fit
them well, it looks like it’s 10 bucks. Similarly, you can go and get a [$10] piece from
Zara and have it altered, and someone might think it’s a Max Mara blouse. So, for me,
fit is everything.”
Apodaca said when working with clients, she constantly has sizing and alterations in
mind and works to mitigate “fit risk,” which is, for her clients, when they lose
confidence in their bodies and fret over poor sizing that appears to make them look
over- or under-weight. “I had this gorgeous Oscar de la Renta gown on my client, and I
know that I could take some of the volume out of the skirt, and I know that I can tweak
it here and it’s going to suit her frame exactly,” she explained. “But she doesn’t see that,
so there’s an element of doubt. And it’s my job to explain to her how we are going to do
this and bring in the tailor so she can see it and feel it and gain the confidence and
reduce the fit risk.”
The panelists described Fit:Match as revolutionary in its approach to reducing fit risk
and addressing other consumer sizing issues. In regard to sizing, Atalia and Apodaca
said brands can do a better job of marketing fashion apparel.
“I feel like Nordstrom does a good job of showing how a garment lays and falls on a
certain body type,” Atalia said. “I think that’s really important. Most consumers are not
knowledgeable about clothing and fabric. For example, knowing how silk will fit a
certain way compared to cotton.”
But if the fit and sizing are right, Atalia said, “there’s no reason why everyone can’t
wear a trend.”