Returns are a part of doing business, but excessive returns can severely eat into your bottom line. The average retailer loses an estimated $166 million for every $1 billion in sales due to merchandise returns. Poor fit is the most common reason customers return clothing. Learning how to make a measurement chart for your clothing store can significantly reduce the number of returns you receive.
Reasons To Make a Size Chart
Reducing returns and exchanges is the most common reason clothing stores include sizing information on their sales pages. However, it isn’t the only benefit of making a size chart.
Improves the User Experience
Online shoppers can’t physically try on the clothes you sell. Providing a size chart makes it easier for them to assess whether a garment will fit.
Reduces Customer Support Inquiries
Without size charts, your customer service department will get many calls from customers who want to know how the clothing you sell fits. Making a measurement chart means fewer of these calls and emails, freeing up your staff to work on other things.
Increased Customer Satisfaction
Ordering clothes and then having to return them because they don’t fit isn’t a good experience for customers. Providing size charts reduces the frustration level of customers and increases their satisfaction with their purchases and the likelihood that they will become repeat customers.
Improved Conversion Rates
The easier it is for your customers to decide what size they should buy, the more likely they are to make a purchase. Customers who struggle to figure out what size they need may abandon their carts out of frustration.
How To Make a Size Chart
Size charts contain a list of measurements that correspond with a specific clothing size. The two main types are internal and external.
Internal size charts are for clothing makers and contain detailed information about the fit of garments, based on 20 to 60 or more points of measurement. External charts are for customers and usually only use the most critical body measurements for the garment type and style. Making a measurement chart involves several steps.
Make or Ask for an Internal Size Chart
If you sell your own clothing line, start by making an internal size chart. If you only sell clothing that other people design, request their internal size charts. Alternatively, you can use a fit model or mannequin as the basis for your size chart.
Identify the Key Points of Measure
Most customers are not going to take 60 different measurements to fit a garment, so choose the most important measurement points to use in your size chart. These key points will vary by the style and type of garment.
For tops, typical points of measure include the bust or chest, waist, and hips. For more fitted garments, you may also need to know the length of the arms, shoulder width, and neck circumference.
Typical measuring points for pants include the waist, hips, and inseam. For dresses and skirts, you may need additional measurements to get the desired length at the hemline. Specialty items, such as undergarments, may have additional measurement requirements.
Identify the Size Range
Review the internal size charts or clothing labels to determine the range of sizes for each clothing line you sell. Don’t make a measurement chart with sizes that aren’t available. This may confuse the customer.
Assess the Measurement Variations Between Sizes
Analyze your internal size charts or measure clothing items on different size fit models or mannequins to determine what the measurement differences are between the sizes. For example, If a garment with a 30″ chest fits a medium size fit model and a garment with a 33″ chest fits a large size fit model, you know the difference between medium and large for that item is 2 inches.
Enter the Measurements in Your Chart
Input the size range and the measurements for each body part into your size chart. To make this process easier you can use a spreadsheet, purchase a template, or use a sizing tool.
Add Additional Instructions
Add any other information your customer may need to choose the correct size, such as a conversion chart for different measurement units or international size categories. Explain how to measure for a size chart and provide a printable measuring tape in case customers don’t have one.
Periodically Update Your Charts
Brands may change their sizing over time and customers may provide feedback about how well your size charts match up with their experience. Adjust your charts periodically to account for new information.
Common Challenges With Making a Measurement Chart
Size charts can be challenging to make for several reasons.
Customers Don’t Understand Them
Many customers find size charts confusing, particularly when stores only provide garment measurements, instead of body measurements. If the customer has never purchased that clothing item before, they may not have a reference.
Additionally, some garment measurements don’t match up with body measurements. For example, garments that are form-fitting or oversized may be significantly smaller or larger than the body parts they cover.
Providing body measurements makes it easier for customers to understand your chart. However, providing only body measurements can also create problems.
Some customers may want to know the specific measurements of a clothing item. Providing both types of measurements covers all your bases.
Sizes Aren’t Consistent
If you sell a lot of different brands, you may need to provide a unique size chart for each one because sizing is inconsistent across brands. Additionally, sizes in Asia and Europe are often different than sizes in North America.
Vendors Don’t Always Make Accurate Measurement Charts
The size charts from manufacturers aren’t always accurate, so you may want to check them on a fit model or mannequin before you publish your chart. The extra time you take may save you lost time and money on returns.
An Easier Way To Make Measurement Charts
No matter how much you know about how to make a measurement chart, you will probably still have customers who don’t understand or want to use it. Kiwi Sizing’s user-friendly size charts and fit recommenders can take the hassle out of dealing with size charts. Contact us to learn more about how you can improve sales and reduce returns by using our tools.
