Dramatically Reducing Return Rates through Strategic Fit and Sizing Optimization
Background:
A leading online retailer specializing in bridesmaid dresses faced significant challenges with customer feedback consistently indicating that dresses were "Too Big." This sizing issue was contributing to high return rates and affecting customer satisfaction. The company engaged my expertise to refine their apparel fit and align with industry-standard sizing, aiming to reduce return rates and increase customer satisfaction.
Challenges:
High return rates due to sizing issues, with the satin category experiencing a 26%, and in all categories of 31% return rates.
The existing size chart did not adhere to industry standards.
The use of a fit model who did not represent the target demographic of millennials and Gen Z, leading to sizing mismatches.
Process:
Competitor Analysis and Industry Standard Evaluation: Conducted thorough research on competitors and examined the company's size chart against industry standards.
Fit Model Adjustment: Recognized that the existing fit model was more representative of the missy market rather than the company’s target demographic. Transitioned to a fit model whose measurements closely matched the North American standard body form for women.
Revising Fit Standards: Initiated comprehensive refits of all existing collections to align with the new standard body form and fit model, ensuring consistency and precision in sizing.
Sizing System Overhaul: Advocated for the transition from alpha sizing to numeric sizing for non-stretch woven materials, which better accommodates precise measurements. Implemented a dual sizing system in phases to address inventory challenges, beginning with new developments most suited to numeric sizing.
3D Simulation for Inclusivity: Employed 3D simulations to validate designs and fit for extending inclusive sizes, particularly in the plus-size range.
Technical Design Team Training: Led training sessions for the technical design team, emphasizing the importance of using standard body forms as a consistent reference point to maintain size accuracy and reduce dependency on variable fit models.
Results:
Successfully reduced the return rate in the satin category from 26% to a record low of 19%.
Achieved an overall reduction in return rates across all categories from 31% to 24% year-over-year.
Enhanced customer satisfaction through improved fit accuracy and size representation.
Conclusion:
This project highlights my capability to significantly improve apparel fit and sizing through strategic interventions and innovations. By aligning the company's sizing with industry standards and the specific needs of its target demographic, I was able to reduce return rates and enhance overall customer satisfaction, demonstrating my expertise and success in apparel fit and size optimization.
