Women's wear sizing: a new labelling system

Purpose – The purpose of this paper is to show that a new size labelling system based on the data gathered by [TC] 2 in the S ize USA, Let's Size up America survey would better serve the female population than the system currently in use. Design/methodology/approach – Based on previous research conducted on [TC] 2 data and on pants measurements in the Canadian market, a new labelling system is proposed where size information is provided with three specific body measurements along with a female silhouette pictogram. Findings – The paper demonstrates that a size label showing three pants measurements: pants waist, approximate hips, and inseam length, accompanied by a silhouette identifying where these measures were taken, is highly predictive of fit. Research limitations/implications – The study was limited to lower body (pants) for female. Practical implications – A change to such a size‐labelling system would allow the apparel industry to move towards mass customisation at minimal costs. It would be more effective for the apparel order givers and retailers, enabling them to target whichever market they wish yet convey the necessary fit information in a generally accepted format. This system would also be more efficient as it would reduce the consumer time spent in fit identification and merchandise returns, in the case of internet or catalogue sales. As a corollary, it would increase both consumer shopping experience satisfaction and industry profitability. Originality/value – The study proposes a new labelling system.