What “Fits” in the New Apparel Market?

According to fitsme.com, online apparel sales in 2014 saw an average return rate of 13%. The number one reason? Bad fit. According to The Robin Report, this accounts for 77% of returns. As more consumers purchase and review apparel online, it’s becoming more important than ever to get it right the first time.

With the help of technology, virtual fittings have become more widespread and user-friendly. Tremendous brand loyalty is at stake. According to Anastasia (Stacey) Charbin, Lectra’s Director of Fashion Marketing, fresh marketing needs to center on three elements: design, fit, and supply chain. “Focusing on these key elements is critical for both disruptors and titants,” she writes. “Such is the opportunity and the new normal—and it’s there for the taking.”