Consumers interaction with online fashion retailers body measurement guidance

Wren, Paula ORCID: https://orcid.org/0000-0002-4735-7379 (2024) Consumers interaction with online fashion retailers body measurement guidance. Journal of Fashion Marketing and Management. ISSN 1361-2026

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Abstract

Purpose: Online fashion retailers offer body measurement guidance, alongside their target consumer body size charts and fit information, to help consumers select the right size garment as the garment cannot be tried on. Its use by retailers suggests it can act as a means of mitigating garment returns as there has been a noted increase in returns due to incorrect size selection (British Fashion Council, 2023) even though body measurement instructions are provided online. The purpose of this research is to determine how consumers interact with body measurement guidance, how they interpret it and use it, thereby interrogating its efficacy. Methodology: An exploratory investigation was undertaken. Thirty participants were recruited and given a choice of fashion retailers body measurement guidance and a tape measure. They took their body measurements over their clothes. A technician repeated the task thereby providing two sets of body measurements. A paired t-Test determined if there was a significant difference in both values in terms of their mean. Technicians also documented their observations of how the participants interacted with the task. The content of the fashion retailer measurement guidance was then compared to that of published anthropometric guidance for surveys. Findings: Participants were familiar with the guidance and tape-measure; they were able to self-measure. The fashion retailer measurement guidance, however, lacked detail/clarity in visuals and written content when compared to anthropometric guidance. Interpretation of the guidance differed between participant and technician. This resulted in a significant difference in circumference measurements for the bust/chest and hips, yet no significant difference in waist and inside leg measurements. For measurements that were difficult to take unaided, participants devised novel practices which resulted in little divergence from the technician taken body measurements. The results question the guidance efficacy in its current form. Implications: Fashion retailers’ measurement guidance needs to be more comprehensive but still use accessible language and visuals. The broader implications of this study highlight that traditional anthropometrics for self-taken body measurement needs further investigation and documentation as an emerging concept through clothing-related academic study. Originality: There has been no study which addresses how consumers interpret and interact with fashion retailers’ online measurement guidance. This is important as this can mitigate garment returns. This research provides insight to influence fashion retailers’ measurement guidance policy. It also adds to the existing body of knowledge surrounding anthropometric practice for clothing.