The use of body data to solve fashion’s struggles with sizing could help retailers to reduce the $550 billion lost to returns each year.
The fashion industry continues to struggle with fit. This is due to the design and manufacturing of products based on abstract, aggregated data and inadequate grading rules, which fail to consider not only the differences in sizes but also how fit preferences and tastes change from one size to the next.
In the past, fashion has tried to solve this issue using size surveys. Key measurements such as height, bust, waist, and low hips, were collected from sample groups and used to determine an average for each measurement. However, as figures collected through 3DLOOK’s body data platform show, there is often a clear misalignment between approximated segments and genuine customer bodies.
Data captured by 3DLOOK on behalf of 1822 Denim, an inclusive women’s denim brand focused on consumers of all body types, shapes, and sizes, helped the company to gain insight into how their customers differ between US states. The data showed considerable differences in height, chest, waist, abdomen, low hips, thigh, and inseam measurements, with state averages differing significantly from the national average in numerous cases.
3DLOOK has made figuring out what size to buy easier for our customers which they love, and we now have enough data collected to put it to work. We are going to be able to make changes in our product development and planning process that will allow us to maximize the fit opportunity and cut down on returns and waste while also re-targeting products to customers with similar body shapes.
3DLOOK and the body data that it collects can help retailers to offer a greater level of personalization in a number of ways. The technology maps a consumer’s unique body measurement and shape data to product data, to deliver measurement, shape, and fit analytics of each customer profile through a dynamic dashboard. With just two photos, consumers receive visualized fit recommendations that help them quickly understand how specific areas of a garment will fit their unique body shape so that they can choose the size that they prefer.
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