SizeUSA for Manufacturers and Brands

For The Brand Owner

“We have carefully crafted our fit over the years, and my customers know their size and they don’t need to be concerned with the fit that another brand provides.” “I own that market, and am not concerned that the customer doesn’t wear the same size in ********* brand!” With statements such as these, there is little incentive to change size scales and breaks between graded sizes.

Manufacturers and brand owners who have for years counted on loyalty from consumers who have come to know the fit of a particular brand may soon need to reexamine the status quo.

Creating new patterns with the desired fit is not an easy or inexpensive task. As the population has become more diverse and changed shape, due to dietary and exercise habits, maintaining the same size scale and break points for grading is a no win situation. The brand owner will gradually experience a migration of consumer to clothes that provide improved fit, and the consumer will experience repeated disappointment and frustration during the quest for better fitting clothing.

For those who make changes to improve fit through the use of the SizeUSA survey, a “Fit By SizeUSA” logo for use on labels, hang tags or inclusion in point of sale collaterals is available. Contact SizeUSA for terms of use.

Customers loyal to a particular brand do not have to seek help elsewhere. In ready-to-wear, it is entirely possible to utilize information to effect slight fit improvements, and to adjust break points to allow a greater cross section of consumer to fit into a standard size, even one that may be “brand skewed”.

Already, some brands have capitalized on the data from the SizeUSA survey, and have made adjustments in which a statistically greater number of consumers will be able to purchase from among graded sizes. As the benefits of such research become apparent, it will be to the interest of all manufacturers to utilize the same data. What is done with the analysis is up to the individual brand owner, but those who do not delve into the research may come up short in the marketplace.

The use of SizeUSA data in determining just what a fit model should measure is one of the most obvious areas that can benefit the brand owner. In creating an “Idealized” size eight, the new product developer can develop styles that will have greater fit across a given demographic, and can create mannequins and virtual fit models on which to design, communicate and develop improved fit. For the progressive manufacturer, who knows how to capitalize on the benefits of this new technology, the cost will be outweighed by greater productivity, and market share will be maintained or grown through education of the customer as to benefit of the technology.

For manufacturers who utilize the SizeUSA data, and who make improved fit through its use, the “Fit By SizeUSA” logo can be used to identify garments in which the consumer can expect a better fit. Consumers will also notice the improved fit, and will seek clothing with the logo on a label or hang tag. Thus, a better fit will be accomplished over time, and everyone who has struggled with this very daunting problem will enjoy the benefits achieved.

In response to studies indicating increased consumer dissatisfaction with apparel fit, [TC]² has undertaken a comprehensive sizing study of the U.S. population. The first in over 40 years, the study provides current measurements on the sizes and shapes of today’s adult consumer.

Participants were scanned using [TC]²’s proprietary 3D body scan technology in over twelve cities across the United States to create a cross-section of data geographically.

In addition to the scan process, subjects completed a questionnaire providing demographic, shopping and life-style data to accompany the physical measurement portion of the survey.

The Final Report is based on the results of over 10,000 individuals scanned. Pricing for body measurement data including average bodies, shape analysis, comparison to ASTM standards, age and ethnic analysis are as follows:

*10% discount for [TC]² members.

For more information, contact Jim Lovejoy at 919.380.2184, or use this form.