The Future of Sizing
On 29th May 2024, INNNA's founder, Inna Semenyuk, was joined by Stuart Trevor, founder of ALL SAINTS/STUART TREVOR, and Lara Mazzoni, co-founder of Bodi.me, a size advice platform, to discuss current challenges with garment sizes and how they can be resolved in the future through technological support and behavioural changes from both the industry and customers.
Stuart Trevor shared his experience of sizing evolution from his ALL SAINTS days and how he addresses it with his new brand, Stuart Trevor, by offering custom orders and producing from deadstock or upcycling military pieces. Stuart has created a brand that doesn't produce new clothes. He also highlighted the issue of landfill waste in the fashion industry, which is relevant to the current problem of sizes not being accommodating to individual body shapes.
Lara Mazzoni shed light on the current body measuring software limitations and explained how individual measurements can be collected via detailed questionnaire models used by her company, Bodi.me, and through body scanning booths, which are expensive and require personal presence, making it complicated to implement on a bigger scale.
What is the Problem with Sizing?
Plus size has been receiving increased attention over the past seasons, with more visibility on catwalks and a broader range of brands offering larger sizes. Yet, petite size remains underrepresented, leaving a significant gap in the market. However, does any of them really address the issue of the individual body shapes?
In the ever-evolving landscape of fashion, a new paradigm is emerging that promises to transform how we think about clothing fit: Bespoke Size. While the term "bespoke" might instantly conjure images of Savile Row's distinguished tailoring houses, this innovative approach to sizing transcends traditional made-to-measure concepts.
Bespoke sizing represents a fundamental shift in how brands approach garment dimensioning. Unlike traditional standardised sizes or even custom tailoring, this individual measurements-driven solution creates unique size profiles based on a consideration of an individual's body measurements, proportions, and movement patterns.
Current Sizing Options and Key Challenges
In recent days, the discourse around sizing has dramatically shifted, bringing to light the inadequacies of traditional sizing categories. Standard sizes such as S, M, L, and their extensions into petite (XXS, XS) and plus sizes (XXL, XXXL) have attempted to cater to a wide array of body types. However, these options often fall short in addressing the unique nuances of individual shapes.
The core challenge lies in the limitations of these standardised options. A size that fits well in one area may not fit in another, particularly for individuals with non-standard shapes. For example, someone could have a narrower waist paired (size S) with wider hips (size M) or vice versa, a dilemma not effectively solved by simply extending size ranges.
Options for Alternative Size
While bespoke tailoring and made-to-measure clothing have been esteemed for their precision, they remain largely inaccessible due to the cost and time involved. Enter the concept of "bespoke size," a newly introduced option by the luxury brand INNNA. Unlike bespoke tailoring, which customises garments from scratch, bespoke size offers a flexible yet tailored fit that bridges the gap between custom-made and off-the-rack apparel.
By allowing customers to input specific measurements such as waist, hip, and length directly, INNNA delivers a perfectly fitted garment on the first purchase. This approach ensures that trousers, for instance, fit ideally at the waist and hips without requiring further alterations or fitting.
Sustainability of Bespoke Sizing
One of the most noteworthy impacts of alternative sizing is its contribution to sustainability. The fast fashion cycle has ingrained a culture of disposable clothing, but bespoke sizing offers an antidote. By providing well-fitted, high-quality clothing that customers are more likely to cherish and retain, bespoke sizing extends the life cycle of garments. This longevity reduces fashion waste and promotes the resale, upscale, and rental markets, aligned with the industry's movement towards sustainable practices.
Furthermore, bespoke sizing mitigates the issue of returns, which is a significant source of waste and lost revenue in the retail sector. A well-fitted garment from the outset means higher customer satisfaction and fewer returns, contributing to a reduction in the carbon footprint associated with shipping and handling returns.
Benefits to Customers, Business, and Industry
The bespoke size model presents a trifecta of benefits across the board.
For consumers, it translates to perfectly fitting, comfortable clothing that feels like an investment in their personal style and self-expression. These garments possess the potential to become cherished vintage pieces, enjoyed over a long period.
From a business perspective, bespoke size could revolutionise customer experience by significantly reducing returns, enhancing customer satisfaction, and in turn, boosting profitability. Happy customers are likely to become repeat buyers, fostering brand loyalty and word-of-mouth promotion.
For the fashion industry at large, this innovative sizing method aligns with broader sustainability goals. By addressing issues of size inclusivity and offering practical, stylish solutions for non-standard shapes, bespoke sizing could herald a transformative era in fashion. It could set a new standard by promoting affordable fitted garment and how we think about fit, production waste, and the consumer lifecycle of clothing.
The Bottom Line
In conclusion, INNNA's bespoke size is not just another dimension to the sizing spectrum, but a forward-thinking approach that may very well shape the future of the fashion industry. As consumers increasingly prioritise fit, quality, and sustainability, bespoke sizing stands poised as the exemplar model in this new fashion paradigm. Fashion, after all, is not just about looking good—it's about feeling good and doing good too.
Bespoke sizing represents a bridge between the high art of bespoke tailoring and the accessibility of ready-to-wear, making it an attractive option for today’s discerning, diverse, and digitally savvy fashion consumer.
In redefining sizing norms, INNNA’s bespoke size initiative marks a progressive milestone in the fashion industry’s journey towards inclusivity and sustainability. By acknowledging the individuality of sizes, the luxury sector can lead a broader market transformation, one bespoke size at a time.