|Wed Apr 10 2013 10:09:20|
Could New Sizing Stations Help Your Sales?
By: Julia Wilkinson
It's no secret in the clothing world that sizes can be inconsistent; for example, high-end designer clothes sometimes use "vanity" sizing that makes consumers feel smaller than they really are. But a new sizing technology called "Me-Ality" sizing stations aim to end the guesswork of what size will actually fit you; at this time it's limited to premium denim brands. But could technology like this be helpful to online sellers as a kind of clothing "showrooming"?
The idea is a consumer would go into the station and get a "free, fully-clothed, 10-second body scan," according to the Me-Aility press release. The stations are currently being piloted at a select number of Bloomingdale's department stores: 59th Street (NY), Roosevelt Field Mall (NY), Chevy Chase (MD), Santa Monica Place (CA), and South Coast Plaza (CA). (You can find other Me-Ality locations here).
Currently, the fit information will recommend denim styles sold at Bloomingdale's "both in-store and online, including J Brand, 7 For All Mankind, True Religion, Hudson, and Citizens of Humanity" among others. But a shopper could theoretically get fitted and use that info to buy a discounted version of that premium denim online on sites such as eBay, or even via swap sites or selling apps such as Poshmark.
And sizing can be a problem: according to the release, "sixty-two percent of women who shop cannot find clothes that fit. Over $45 billion dollars of clothing is returned due to poor fit every year."
If you sell clothing online, do you think this technology could help you? And has sizing been a problem for you; do you get many clothing returns due to fit, even if you give measurements? Another issue, especially for eBay sellers: what do you do in the title of your listings to reflect accurate sizing, especially if the item has one of those off-kilter "vanity" sizings? Use multiple sizes? Post a comment here!