The Perfect Fit Is Not One Size For All
22 September 2020
Author: Jasmine Waters
There sadly remains a high chance that if someone looks to a brand advertising campaign, they will not see themselves reflected in it. One of the most affected areas of consumerism is those that come under the umbrella of ‘special sizing’, whether that be Petite, Tall or ‘Plus’ Size. In the wake of this, there’s now a new initiative on the horizon – Inclusive Sizing. What exactly is it, and can brands afford not to encompass it?
What is inclusive sizing?
Inclusive sizing itself goes beyond the ability to extend sizing of product ranges. It must be an entire company philosophy, although things such as extended sizing must be completed to true customer satisfaction across the industry itself. A brand cannot embody this half-heartedly, as it will easily be spotted and called out by potential consumers as “fake inclusion”. When we think of many of our most beloved brands, their sizing and chosen faces only take us up to a certain point. Authentic inclusivity goes beyond a size 18, and a size 24 customer should be able to find their size on the shop floor or platform as easily as a size 0. Then there is the issue of the wording itself – terms such as ‘plus’ do not make a consumer feel invited or embraced into the brand and can often be seen as discriminatory themselves. Marketing and product strategies have overall made a good start on this but is often regarded as not being enough.
Should brands be tackling this?
The answer to these problems seems in itself a simple one – reflect your consumer in your output. The importance of no one sub-segment feeling – and looking – separated has now surpassed essential. Ad campaigns can no longer only have Size 10 bodies in them, nor can there be a disconnect between displaying different sizes themselves. This could result in the evolution of separate fashion services catering to separate needs, but that doesn’t take away the need to reach beyond the confines of what a brand has already been. This could be changed at the point of product manufacture, producing selections in wider ranges to meet different types of needs. It will be a challenge for some to re-think through their logistics, designing and inventory adjustments to name a few, but in the long run, said brands will be compensated with invaluable consumer trust and loyalty. The last few months of 2020 has shown us not only that we are all the each other has, but why it’s important to support each other in as many ways a possible. In a time where we cannot afford anymore division, brands must step up to the plate to embody a true, inclusive authenticity in broader terms, in itself being a sought-after business opportunity.
Photo source: iStock images