What to Do if Your Sizing Needs to Change
When you first start out you have one size chart in mind, but over time you realize that it doesn’t align with your customer. Maybe the small sizes are not happy or the larger sizes are not fitting very well because they are too small. Don’t worry, this is actually pretty common so I wouldn’t press the panic button just yet.
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Sometimes I will get a new grading client who is ready to pass on the task. I take a look at what they have done previously for grading and my eyes pretty much pop out of my head. No words. Ok deep breath. The grading doesn’t relate to the sizing chart at all, but they have been selling products this way all along! This is problematic. Either the sizing chart needs to change or the grading needs to change. Some clients are receptive to a grading change others just won’t because they believe that if it it was done once it should be maintained forever. Let’s put it this way, if it merits me opening my trap then it’s probably a major concern.
I get it, a sizing change is a major pivot but every brand will hit this wall at some point. I’ve worked with large retailers that have been using the same sizing for decades. After analyzing returns they realize that their sizing needs an update and they invest millions in a new sizing study to fine tune the fit to their customer. The changes are usually subtle but significant. Sizing changes are just a growing pain and it’s all about how you roll it out.
How do you transition to a new sizing standard without losing customers?
Know your inventory
Let’s say that you have a pant that has been part of your line up and you have inventory. How significant are the sizing changes? Are you able to selvage a couple of sizes that fall within tolerance of new standards? Maybe the larger sizes are the only issue and you just have to get rid of them. Be strategic. Don’t just fulfill your inventory, replacing with the new fit. Your customer will be confused.
If it were a bestselling item I would keep it in the line up as is with its own separate sizing chart in the product description.
Personally, if I have to do an extreme sizing change on a standard product, it will get a new style number and I treat it as a brand new product.
It’s Important to disclose that your sizing is new
Use this as a marketing moment on how the product is new or improved. Plaster that sizing chart on each product page. Trust me, there will be customers who will notice if you do not disclose this.
Heck, we all need content to talk about so why not an item that has gotten a facelift or a new look. You could convert those that were on the fence before to purchase now.
Reach out to your customers
We all know the importance of customer engagement, right? So use your sizing stressors as this moment of interaction.
If you are hearing across the board that a size range is not working and customers are returning the product, try to collect as much data as possible.
-Does it feel too tight, or too loose?
-What did they feel was off about the product?
-What are their measurements?
This information will be so helpful in determining how to pivot.
Reward your customers that have helped you out with the improved item when it rolls out, on the house. Even if they initially felt they were done wrong, this will help to reestablish their trust.
Get your grader involved
If you have customer data then it will be much easier to see where you need to go. Organize the data to discuss with your grader. It should be a collaborative process to make a smooth transition as grade rules are tweaked for the new standards. Trust me, as graders, we have seen a lot of different scenarios and we could help out with different points of view.
It’s a delicate move to make and it should not be changed too often and/or in large increments. If you find yourself in this position contact me. I’ve been there and done this and understand what it takes. Let’s make sure it’s a solid move in the right direction.