Body data can solve retail’s sizing struggles, and it matters now more than ever

Misaligned fit contributes significantly to the $550 billion in returns and billion more in surplus inventory that retailers must cover each year. This will only worsen in the wake of COVID-19, as shoppers are forced online to make their purchases. According to McKinsey’s The State of Fashion 2020: Coronavirus Update report, 18% of consumers expect to increase their spending via e-commerce channels. Retailers are already seeing this spike in online activity, with e-commerce apparel sales – which have a return rate that is almost double that of in-store purchases as a result of inadequate descriptions and the inability to try on garments – having climbed by 34% in April according to Adobe’s Digital Economy Index. As well as the financial implications, poor body measurement insight is also damaging efforts to reduce waste in the fashion industry. The industry accounts for 20% of all global water waste and 10% of global carbon emissions. Yet, almost three-fifths of all clothing manufactured ends up in landfills or incinerators within a few years. With 90% of consumers now stating that companies have a responsibility to address environmental and social issues, gathering better insight into consumer body shapes and sizes would reduce waste, encourage more sustainable apparel production, and subsequently raise customer satisfaction.