After spending some time browsing your store, a shopper finds a piece they love. But before they can add it to their cart, they ask themselves an important question:
“What size should I order?”
It’s not as easy as ordering the same size they wear in other brands since sizing can be very inconsistent among brands.
Enter size charts.
Size charts are an incredibly important resource for customers shopping for clothes online. However, there can be a lot of confusion as to what information to include in size charts and how to create them.
In this article, you’ll learn what size charts are, why they’re important, how to create your own, and some useful tips to keep in mind.
Size Charts Explained
First things first, what exactly are size charts?
Size charts, also known as sizing guides, or measurement tables, are documents that list the different sizes of a garment and their corresponding body measurements.
By providing detailed measurements, size charts aim to reduce shoppers’ size uncertainty and improve their overall shopping experience. While they can and do help shoppers accurately find their size, they’re not a perfect nor exhaustive tool for fashion e-commerce stores.
On the positive side, size charts allow fashion e-commerce stores to concisely present a lot of sizing information in a simple document. They’re also cheap and easy to implement and are a simple solution to help in reducing returns and exchanges.
On the downside, size charts can be difficult for users to understand. They require a good user experience and clear instructions to be effective, and users need access to a measuring tape.
Furthermore, size charts cannot account for individual fit preferences (loose vs. tight) or differences in fabric (stretchy vs. stiff), which can still result in mismatches and the need for returns.
Note, that when we talk about size charts here talking about external size charts and not internal size charts.
Internal vs. External Size Charts
Internal size charts are confidential internal tables that are usually included in garment spec sheets. They list exact garment measurements to ensure uniform sizing during manufacturing
They involve things like design, pattern making, and fit samples and tend to be closely guarded trade secrets.
They’re a form of intellectual property as they’re the secret recipe for the unique fit and shape of a brand’s clothing.
External size charts are the charts we’re talking about in this article. Public size charts are available in online clothing stores to help shoppers find their size. They list apparel sizes and their corresponding body measurements.
Body Measurements vs. Garment Measurements
As we’ve mentioned, size charts list the body measurements that correspond to a garment’s size. However, some size charts list garment measurements instead of body measurements. While garment measurements can certainly help your shoppers find their size, they’re not ideal.
Why aren’t garment measurements ideal?
Because of differences in design, fit, and material, garment measurements alone cannot capture the nuances of how different pieces are meant to be worn.
To illustrate this, consider clothing made of stretchy fabrics, like a pair of leggings. Because leggings are meant to stretch and fit tightly against the skin, the garment measurements will be very different from the measurements of the legs they fit. Similarly, clothes that are meant to be oversized or baggy might seem to be big for customers looking at garment measurements alone.
Using corresponding body measurements in size charts gives the customer a clearer idea of which size will fit their body best, without having to know anything about fit or clothing design. It also makes it easier for them to choose sizes that match their personal fit preferences.
The Importance of Accurate Size Charts
It can be difficult for shoppers to pick a size when they can’t try garments on. Size charts alleviate this problem and provide shoppers with the necessary information to select the right size.
Helping shoppers pick out the right size can greatly impact the performance of your fashion e-commerce store. Here’s how:
Size charts increase conversions: When shoppers aren’t sure what size to order, they’re very likely to give up on their purchase and abandon their cart. If they have access to a size chart, however, they can purchase a size confidently.
Size charts reduce returns and exchanges: In a Coresight Research study, 53% of survey respondents cited size/fit as the number one reason for returns, while a McKinsey&Company report conducted with online retailers found that number to be up to 70% in the experience of their survey respondents. By helping shoppers better understand size and fit, size charts effectively reduce returns and exchanges.
Size charts help customers understand your brand’s fit: Shoppers who have never purchased anything from your store are unlikely to understand how your garments fit. This is especially true since sizing is inconsistent in the fashion industry. Size charts give shoppers better insight into the unique fit and sizing of your garments.
How to Create Size Charts
Creating size charts can take a little time, but the process is very straightforward. Here’s how you can create size charts for your fashion e-commerce store:
