Page 146 - Anthropometry, Apparel Sizing and Design

Apparel size designation and labeling 139

5.4.2 Introduction of a uniform size designation

The author believes that to enhance the consumer’s shopping experience, the size des-
ignation should ensure a meaningful and comprehensible garment size (the key mea-
suring points), its shape, and maybe its type of fit (loose, tighter, etc.). This size
designation should bear a definitive relationship to a garment’s key measurements
and convey adequate information to consumers of any target market. It would elim-
inate this discrepancy that plagues the apparel industry. By instituting a new uniform
size designation, this new system would provide a standardized way of communicat-
ing the size, the shape, and the fit of various garments without requiring a change in
garment construction. Manufacturers, distributors, and retailers worldwide will use
the same system (pictogram with common key points writing their own measure-
ments) to ensure consistency. The question to raise now is how to get the best designed
label? By initiating a design contest!

5.4.2.1 A design contest

To initiate this uniform way of communicating sizing, a design competition needs to
be held. Design students and industry professionals worldwide could be invited to sub-
mit their designs for a new size designation. The winning design should then be tested
in various countries before being used throughout the industry as the basis of an inter-
national campaign. If a new size designation is appealing, it would at first be adopted
de facto by interested apparel manufacturers and all other interested parties. Then, if it
becomes unbeaten, meaning it pleases consumers, retailers, and manufacturers/
brands, and if it is suitable for worldwide use, it may become de jure.

5.4.3 Benefits of a uniform size designation
The whole apparel industry, designers, manufacturers, wholesalers, distributors,
retailers, government and trade associations, academicians, and consumers should
all benefit from it. For consumers, it would:
l help in finding and selecting the proper garment suitable for their size and shape,
l reduce wasted time when shopping (i.e., fitting room),
l improve the shopping experience,
l increase satisfaction,
l reduce returns/exchanges, and
eliminate their confusion since they understand the information on the label.
l
For retailers, it would:
facilitate ordering correct sizes and shapes for target market(s),
l
increase consumers’ loyalty,
l
l reduce returns/exchanges,
l reduce workload at the fitting rooms,
l reduce end-of-season leftover inventories (markdowns and garbage), and
l enable employees to work a priori with consumers and not a posteriori.