2/3 of online shoppers resort to buying 'multiple sizes' to find clothes to fit...
Do you order more than one size of an item of clothing 'just in case'? Well you're not alone as two thirds of online shoppers resort to multiple sizing to avoid the lack of standardised sizes in the UK, according to new research.
A new report by online shopping comparison site Kelkoo and conducted by Verdict Consulting shows that the lack of standardised sizing in the UK is fuelling a 'try before you buy' frenzy in the online fashion world.
As a result more and more of us are ordering multiple sizes of items so as to avoid problems with fitting you cannot allow for when browsing the screen, with nearly a quarter of us doing so on at least half our order!
Chris Simpson, Marketing Director for Kelkoo comments: "Our research indicates that a lack of sizing consistency amongst UK retailers is causing confusion for consumers buying clothes online.
H&M clothes sizes were smaller in 12 out of the 18 dimensions examined and New Look sizes larger in 10 out of the 18 examined.
"Although a sizing standard does exist in Britain, there is no requirement for manufacturers or stores to use it, resulting in same-size garments from different companies varying significantly."
With 50% admitting that our sizes differ depending on which retailer we shop at, around 28% have problems when it comes to ordering clothes online.
Incredibly, 80% double up on their clothing orders, buying two of the same item and one in ten ordering three or more. Naturally some returns need to be made, but of 128.9m clothing deliveries last year, 39.1m were returned as a result of 'try before you buy.'
Out of 50 retailers surveryed, 31 offered free returns and this phenomena is costing nearly £18.8m in shipping costs - an average of £24.67 per returnee each year.
This may be a worrying thought, but what's worse is that 350,000 consumers never actually return the extra sizes that they ordered, resulting in £5.6m worth of clothing that doesn't fit and destined for a life at the back of the wardrobe - never to see the light of day.
Additional research conducted by Kelkoo compares the sizing guide for some of the UK's popular online fashion retailers, detailing the measurements that each size is designed to fit. The biggest variances we spotted in sizes 8 and 16 with retailers differing by an average on nearly 6cm and 8cm respectively.
H&M clothes sizes were smaller in 12 out of the 18 dimensions examined and New Look sizes larger in 10 out of the 18 examined.
The highstreet will always win over some consumers with the item-in-hand experience and the luxury of a changing room, but despite the 'risk' online 30% of online shoppers admit they never use the style guides found on retailers websites.
Of these, one in ten did not know such guides existed, 8% could not be bothered and 13% do not find them useful.
With millions of pounds worth of clothing either lost to the back of wardrobes or spending their life cycle in the post, the call to do something about standardising sizes is ever more apparent.
Though online shopping may well be the future for convenience and bargains, if it's not careful online fashion has the potential to send us back to the time of dark, wintery days trawling the highstreet for bargains.
To see Kelkoo’s sizing guides for the most popular online retailers all in one place visit kelkoosizeguides.co.uk.
FemaleFirst Jenna Fordie
twitter @Jenna_FAM
Tagged in Fashion Trends