Worked scenario
A medium in one brand is a large in another
Cross-brand sizing inconsistency drives both returns and lost sales, and shops carry the knowledge in people rather than in the record.
3 min read
Apparel and footwear sizing varies between manufacturers, sometimes substantially. Customers expect a size to mean the same thing.
The knowledge is real and unwritten
Experienced staff know which brands run small. That knowledge is not available to a new employee or on a busy Saturday, so the customer takes the wrong size home.
Returns are the data source
Every exchange for a size is telling the shop something about that brand. Recorded with a reason, a pattern emerges within a season; recorded as a plain return, nothing is learned.
What changes
- Brand sizing recorded against the product, not assumed uniform
- Fit notes captured from returns and exchanges
- Staff able to advise from the record rather than from memory
- Return reasons analysed by brand and size
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