Why there is a difference in the size of clothing from different brands and how to deal with it

An employee of the human resources department from the British city of Norwich, Sorcha O'Donoghue, was sincerely outraged that clothes of the same size from different stores sat on her in different ways. In one store, a woman bought jeans of size 8 (Russian 40), and in another she was approached by the same thing of another company already size 12. When, due to the coronavirus epidemic, Sorcha began to make most of her purchases via the Internet, because of the whirl of sizes, she was seized with real despair.

Why there is a difference in the size of clothing from different brands and how to deal with it

The situation faced by a resident of foggy Albion is relevant for any point of the planet. Who among us has not come across the fact that things marked with the same size turn out to be either large or, on the contrary, small? It is necessary to solve the problem by exchanging and returning the goods, which takes not only time and money, but also the joy of buying. Are there any ways to deal with the difference in the size grid from different manufacturers?

Sorcha O'Donahue faced problems when choosing clothes all the time

The British bank Barclays conducted a study in 2018, which found that almost half of the money transfers in the kingdom are sent back to the senders. The reason for this is the return of goods that did not fit the buyers for some reason.

It is interesting that the disappointment in the purchase is so familiar to many that a third of buyers, even before receiving the parcel, are already sure that the clothes will not fit them. What can be done to help the hundreds of millions of people who, like Sorcha O'Donahue, are tired of tinkering with sizes?

Why there is a difference in the size of clothing from different brands and how to deal with it

The Meepl app for Android and iOS scans the body using a smartphone camera

Sorcha solved her problem thanks to a friend. She advised her to download a special mobile application Meepl, which helps to make the right choice. To use it, you need to install a smartphone in front of you, run the program and stand in front of the camera in tight-fitting clothes, for example, in leggings.

Why there is a difference in the size of clothing from different brands and how to deal with it

The three-dimensional model looks ugly, but it helps with the choice well

The number of refunds may decrease significantly, which will have a positive impact on the development of the entire industry. Maria Malone, Senior Lecturer in Fashion Business at The State University of Manchester, noted in an interview with the BBC:

But in Israel, they developed the MySize application, which does not even need a smartphone camera to accurately determine the size. It uses accelerometer and gyroscope sensors and for analysis you just need to circle the contours of your body with your smartphone. The parameters of each user are processed on the server and stored in the database.

Why there is a difference in the size of clothing from different brands and how to deal with it

This is how the interface of the free mobile application MySize looks like

Information from the databases is available only to clothing manufacturers who can offer the user clothes from their lines based on measurements. But why are the companies that sew us jeans and dresses so negligent about the size grid? There are many reasons to give incorrect sizes, and one of the most common, oddly enough, was flattery.

Firms in pursuit of consumer favor show that customers are slimmer than they really are. At the same time, each "lies", based on their own considerations, which is why the same unpredictability appears when buying clothes. It seems that fashion brands act in their own interests and should be happy with everything.

Why there is a difference in the size of clothing from different brands and how to deal with it

The volumes of unclaimed branded clothing are impressive

Of course, it is not only the difference in size that is to blame for this, but also the very concept of modern fashion. Clothing is now as cheap as possible and is designed for a very short life. Consumers who are guided by the tastes and preferences of celebrities simply do not have time to buy out the party, as the thing loses its relevance and a new one comes to replace it. Confusion with the size is an additional factor that exacerbates this problem.

Keywords: Business | Brand | Things | Money | E-commerce | Clothing | Size

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