Straight to the point
Fashion has come a long way in embracing diversity, but one area that still demands attention is the representation of plus-size customers.
While many brands are expanding their size ranges, they often fall short of providing accurate and accessible size charts for plus-size shoppers. For e-commerce managers, creating reliable plus-size size charts isn’t just about ticking an inclusivity box; it’s about improving conversions, reducing returns, and building brand loyalty.
Let’s dive into why plus-size size charts matter, the unique considerations they require, and how to develop them effectively.
The Opportunity in Plus-Size Fashion
The global plus-size fashion market is booming.
By 2029, it’s expected to reach USD 727.88 billion, fueled by increasing consumer demand for inclusive options. But plus-size customers aren’t just looking for clothing that fits – they’re looking for style, comfort, and representation. Yet, a significant pain point for this demographic remains inconsistent sizing and unclear guidance on fit.
If you run a fashion e-commerce store, this presents an opportunity for you to meet a growing demand for plus-size clothing, and differentiate your store by providing a supportive shopping experience. A well-designed plus-size size chart can help you achieve both.
How should plus sizes be defined?
While there’s no universally agreed upon definition of what plus sizes are, they often start at 14W or 1X, depending on the brand or region. But ultimately, the focus should shift away from arbitrary labels to practical, measurement-based guidelines that ensure a better fit. How exactly your brand defines your plus-size range is up to you, but it’s important to emphasize body measurements so you can provide your customers with greater accuracy when it comes to sizing.
At the end of the day, it’s about making it easy for customers to find their perfect fit. When sizing feels clear and personal, shoppers are more likely to find the right size and be happy with their purchases. And remember that it’s not about labeling people but instead about empowering them to wear what they love with confidence.
What’s the difference between XL and 1X?
While looking at other brands’ plus-size size charts, you may be confused as to the difference between XL and 1X sizing. While they look similar, they cater to different sizing needs.
XL is part of standard sizing and usually follows straight-size proportions. It’s designed for customers who fall just at the upper end of regular sizes.
On the other hand, 1X is the starting point of plus sizes, with proportions adjusted to better suit curvier body shapes.
The key difference lies in the fit. A 1X garment usually offers more room in areas like bust, waist, and hips compared to an XL – even if the label suggests they’re close in size.
When creating your plus-size size charts, it’s important to highlight these distinctions and make them clear to your customers.
Why Plus-Size Size Charts Need to Be Different
Sizing in fashion isn’t one-size-fits-all.
It’s why sizing varies so much across brands and it’s especially true for plus-size shoppers. The traditional method of grading sizes often fails to account for the diverse body shapes that exist in the plus-size range. Unlike straight sizes, where incremental changes in measurements work well, plus-size garments require more nuanced adjustments. Proportions like bust-to-waist ratios, arm circumference, and hip widths vary significantly, and overlooking these differences can lead to ill-fitting clothing and frustrated customers.
For instance, a customer may find a blouse that fits their bust perfectly, only to discover that the sleeves are too tight or the hemline is too short. These seemingly small issues add up and create a poor shopping experience that can drive customers to your competitors.
A proper plus-size size chart addresses these challenges head-on. By providing detailed and accurate measurements for every key area, you can empower your customers to make informed choices and shop confidently.
Building an Inclusive and Accurate Plus-Size Size Chart
So, how do you create a size chart that serves your plus-size customers effectively?
It starts with understanding their needs and investing in the right tools to deliver precision.
1. Start With Real Measurements
The first step in creating a reliable size chart is to collect data.
Don’t rely on generic measurements, but instead look for real-world insights into how plus-size bodies vary. This might mean partnering with fit models across different size ranges or leveraging body measurement databases to capture diversity.
For example, including details like upper arm circumference or thigh width can make all the difference for a customer choosing between two similar garments. The more detailed your chart, the easier it is for shoppers to find their perfect fit.
2. Be Transparent About Sizing
Many plus-size customers are used to playing a guessing game when it comes to sizing. They might order two or three sizes of the same item to see which fits best and then return the sizes that don’t fit. Not only is this frustrating for the shopper, but it’s also costly for your business.
To solve this, your size chart should include:
- Measurements for bust, waist, hips, and inseam.
- Additional details specific to certain garments, such as sleeve length or rise height.
- Clear descriptions of fit, such as “relaxed,” “tailored,” or “body-hugging.”
Visual aids can also help. Illustrations or photos showing where to measure on the body remove any ambiguity and build customer trust.
3. Offer Size Guidance Beyond Size Charts
A size chart is just one piece of the puzzle. Plus-size shoppers benefit greatly from additional fit guidance. Including as much information as possible in your product descriptions can really help your shoppers decide which size will fit them best. Additionally, if your product pages have photos of models wearing garments, make sure to include the model’s measurements.
Consider adding notes to your product descriptions like:
- “If you’re between sizes, size up for a more comfortable fit.”
- “This style is cut generously in the hips but snug in the bust.”
- “Stretch fabric allows for an extra 1-2 inches of give.”
The Benefits of Getting Plus-Size Sizing Right
Helping plus-size shoppers purchase the right size with size charts and in-depth product descriptions can have tangible benefits for your e-commerce store.
1. Reduced Returns
Sizing issues are one of the leading causes of returns in fashion e-commerce.
By offering accurate, detailed size charts, you give customers the tools they need to make informed decisions, reducing the likelihood of them sending items back.
2. Higher Conversion Rates
When shoppers feel confident about sizing, they’re more likely to hit “Add to Cart.” A clear and inclusive size chart removes a common barrier to purchase, especially for customers who may be hesitant to shop online due to past sizing frustrations.
It’s just one of the ways you can sell more clothes online!
3. Stronger Brand Loyalty
Inclusivity builds trust.
Plus-size customers who feel seen, supported, and understood by your brand are more likely to return and recommend you to their friends. A proper plus-size size chart sends a message that your brand values all customers, not just those who fit into a narrow size range.
How Technology Can Enhance Plus-Size Shopping
Advances in technology are making it easier than ever to create accurate and inclusive size charts. Here are a few tools that can take your efforts to the next level:
AI-Powered Size Recommendations
Artificial intelligence can analyze customer data, including body measurements and past purchases, to offer personalized size recommendations. This is particularly useful for plus-size shoppers, as it accounts for variations that traditional size charts can miss.
Virtual Fitting Rooms
Many fashion e-commerce sites are now offering virtual try-on tools that allow customers to see how garments will fit their unique body shape. These tools use 3D modeling and augmented reality to provide a more interactive and confidence-boosting experience.
Customer Feedback Loops
Leverage customer reviews to refine your size charts and product descriptions. Pay attention to recurring feedback like “Fits smaller than expected” or “Great fit in the waist but tight in the arms,” and use this information to make adjustments.
How to Help Customers Figure Out Their Plus Size
When running a fashion e-commerce store, it’s absolutely crucial to help your shoppers purchase the right size – regardless of whether or not they’re plus-size shoppers. For plus-size shoppers, however, you may need to pay extra attention since plus sizes can be even more inconsistent than straight sizes.
Beyond providing accurate plus-size size charts and technological tools, as we mentioned above, here are a couple more suggestions you can implement to help your customers figure out their plus size:
Provide clear measurement guides: Many customers aren’t sure how to measure themselves properly. To help, consider offering a step-by-step guide (with visuals) on your website to explain how to measure bust, waist, hips, and other critical measurements. This will allow your shoppers to make the most of your plus-size size charts and make confident decisions.
Educate through content: Create blog posts, videos, or guides that explain how plus-size sizing works. Customers are more likely to trust your brand if you offer educational resources alongside your products, and they can be extremely valuable during their shopping journey.
A Win-Win for Brands and Customers
Beyond just a tool to aid in shopping, plus-size size charts are a statement of inclusivity and a commitment to serving all customers. Investing in accurate and detailed size charts is a strategic move that improves your store’s shopping experience, boosts conversions, and builds long-term customer loyalty.
The key is to listen to your audience, leverage technology, and prioritize transparency. By doing so, you’ll not only stand out in a competitive market but also create a brand that plus-size customers trust and love. So, take the time to review your size charts today, and your customers (and your bottom line) will thank you.
If you’re looking for other ways to boost your store’s performance, make sure to check out our article about 9 essential key performance indicators for fashion e-commerce.
