Know Your Size! Educating Online Consumers

Norsaadah Zakaria

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781350989955.0002
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Sizing and fit are important criteria that consumers use when purchasing apparel. When shopping in the e-commerce environment, where physically trying on apparel is not possible, communicating accurate sizing and fit is imperative; a recent marketing study indicated that over 40 percent of apparel returned by online consumers was because the apparel was not the right size. Though buying clothing online is popular, customers often make errors when estimating the appropriate fit unless accurate and consistent size charts and/or diagrams are provided. Fashion e-commerce therefore must create accurate size charts and effectively communicate consistent sizing to online customers. This case discusses issues revolving around both fit and sizing within Malaysia for students to understand how fashion e-commerce could provide more positive experiences to Malaysian online shoppers by providing them with accurate and consistent size charts.

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