Customers Want to Know: Are Brands True To Size?

Linda Bustos

August 11th, 2008

A quick search on Yahoo Answers shows how often people ask "Are {branded clothing items} true to size?" Often these queries are for top retailers like Victoria's Secret, American Eagle and Banana Republic.

Why must customers turn to social networks and forums like Yahoo Answers? Because the sizing charts on these web sites don't answer these questions well enough.

Tools like Shoeline's Return-o-meter and Bazaarvoice's Ask & Answer product can help you communicate this, as can ratings and reviews. But if you survey your customers post-purchase, or have "fit testers" try on your clothes, you could report a statistic "X% of customers describe this brand as true-to-size" and report this close to the sizing information.

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Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.