‘The system is broken’: Made-to-measure fashion brands are looking to solve fashion’s size inclusivity problem

Glossy – From ThirdLove to Nordstrom, brands across the board are looking to crack size-inclusivity, extending their size range to cater to more diverse body shapes. Some companies are taking things a step further, investing in technology that helps create truly customizable clothing to fit each shopper to a T.

From RedThread to Measure & Made, made-to-measure fashion e-commerce brands are popping up left and right to help customers, mainly women, feel comfortable buying clothing online. In recent months, even Amazon has been building out a team that will reportedly help the company create perfect-fit clothing.

RedThread founder and CEO Meghan Litchfield said that prior to launching her made-to-measure clothing company in October 2018, she spent hours in fitting rooms looking for pants that fit her body type and ordered tons of clothes online, returning more than 80% of styles.

Litchfield spent 18 months working with 100 women of all shapes and sizes across the country, interviewing them about what styles they had the most fit issues with and taking their measurements. The brand also began working with technology partner Cala to scan each woman’s body, something that each customer can do when buying a RedThread product by taking a few selfies and uploading them through a data-encrypted text link sent by the brand to the shopper. From there, RedThread and Cala auto-generate a 3D body model and come up with perfect-fitting garments — mainly staples like wide-leg pants and T-shirts — for that shopper.

“The most interesting thing is that, out of all the items we’ve shipped, no two of them have been the same. Every single item we ship has truly been unique, which supports our original hypothesis with the 100 women that the sizing system is broken,” she said. “A lot of brands are adding more sizes, which I think is a nice solution around inclusivity, but it really doesn’t solve the core problem, which is that women’s bodies are all unique.” The brand does not list any sizes on its site, small or large, and will work with any customer to create the perfect fitting product.

Over eight months in business, Litchfield said the brand has a return rate of less than 4% and plans to expand its product range in the coming months.

Measure & Made, another made-to-measure e-commerce brand, launched in January. It uses Fitlogic technology, a measurement system developed by entrepreneur Cricket Lee that takes into account body shape as well as size, to create custom-fit jeans, pants and more. Fitlogic operates under the assumption (backed by the company’s own research) that 94.8% of women fall into 1 of 3 shapes: straight, hourglass and extremely curvy. Shoppers take a fit quiz, inputting their height, typical dress pant size and body shape, among other stats, to find out what their Fitlogic size is. Rather than whole numbers like 8 or 10, the system spits out a decimal like 8.2 or 10.3.

Read the full article: ‘The system is broken’: Made-to-measure fashion brands are looking to solve fashion’s size inclusivity problem

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