1. What Size Am I?
Survey Results
April 22, 2010
Susan Sisk
2. Overall Votes
While shopping for women's clothes, I could find a better fit if they were labeled....
• 57% of respondents (20 people) indicated they would prefer to "Use measurements just like
Men's Bust/Waist/Hip"
• 14% of respondents (5 people) indicated Other Suggestions, see Highlights below
• 11% of respondents (4 people) indicated they would prefer to "Start all over with different
numbers"
• 8 % of respondents (3 people) indicated they would prefer "Just the same, don't change a thing"
• 8 % of respondents (3 people) indicated that "None of the above would help me"
3. Votes by Job Title
• 20% of respondents (7 people) were Management,
and 100% of them voted to "Use measurements just like Men's"
• 80% of respondents (28 people) were in All Other roles,
and were equally split between "Use measurements just like Men's" and
"Other suggestions"
4. Votes by Gender
• 83% of respondents (29 people) were Female,
and 80% of Females voted to "Use measurements just like Men's",
and 20% of Females "Other suggestions"
• 17% of respondents (6 people) were Men,
and 100% of Men voted to "Use measurements just like Men's"
5. Votes by Age
• 14% of respondents (5 people) were Age 25-34,
and 100% of them voted to "Use measurements just like Men's"
• 71% of respondents (25 people) were Age 35-54,
and 60% of them voted to "Use measurements just like Men's"
and 40% voted for "Other suggestions"
• 14% of respondents (5 people) were Age 55+,
and 100% of them voted to "Use measurements just like Men's"
6. Highlights of Votes and “Other Suggestions”
• In each demographic group the majority voted to “Use measurements just
like Men's.”
• Shape guidelines were also recommended by half of the respondents.
• Lack of consistency across brands is a barrier to on-line shopping and is a
frustration at retail.
• Vanity sizing causes confusion especially for the petite customer.
7. Recommendation
• Develop an industry wide sizing system with measurements and shape:
Tops/Dresses/Jackets/Outerwear Ex: 36Pear (36"Bust, Pear Shape)
Bottoms/Pants/Skirts Ex: 29/39Pear (29" Waist, 39" Hip, Pear Shape)
• Introduce shape codes to help customers find their shape.
• Plan implementation with merchant and planning teams to successfully
rollout a new naming convention in forecasting and sales tools.
• Educate customers and sales teams in how to find her size.
• Explore similar European efforts to develop a system for the EU using
measurements and shape.
About the survey
8. • The survey link was posted to a LinkedIn network reaching over 1 million
users, then distributed to 12 cross-functional apparel industry LinkedIn
Groups, with a total of 50,000 members.
• A total of 35 respondents completed the survey.
• Other sugestions were received from 13 people.
• The survey was conducted over a 2 week period in April of 2010.
