Innovation Ain’t Enough
Fit Technologies designed a clothing sizing system that radically reduces complexity and confusion and helps guide shoppers to a product that will really fit their body type. But a better solution for consumers isn’t necessarily a better solution for retailers or manufacturers, and even though they are giving it a shot, it seems likely to fail.
Retailers that commit to it must find space for more merchandise, train workers to understand the new sizes and explain the new system to customers – a struggle for stores that already have few employees on the sales floor.
Then there is the reality, however counter-intuitive it may be, that retailers and clothing makers thrive off sizing confusion. Consumers who find a brand that fits are likely to stick with it and a standard sizing system would encourage them to visit other stores.