Clothes Do Not Fit! It is official we know why.

We now know that poor fitting clothes are a global problem and are not specific to women of specific ages. We have for the past two years been researching and gathering data using scanned bodies and generative AI. The data we have gathered has shown us that there is a link between poor fitting clothes to high returns rates for retailers, over production, poor selling items and landfill. There is also the impact on self-esteem and brand damage. 

We have spent the last 12 months working with students, Lecturers and academics at The London College of Fashion which is part of UAL London. The students have carried out both quantitative and qualitative research globally and the results are pretty conclusive that women worldwide find it difficult to find clothes to fit them in mid-age, although the association between poor fit and age is not mutually exclusive.

The students have spent time using Tru-Size data inspired Avatars and have designed, fitted and made their own designs. This has categorically proved that adjustments to fit compared against industry standards had to be made in order fit the demographic. Particular challenges have been around where the shoulder seams sit and armhole shaping. The ratio between hip and waist measurements and the correlation between height and body measurements ironically is critical. One of the outstanding challenges to industry standards is the ratio between shoulder width and waist and hip measurements. if you get thicker on the waist as you age, your shoulders do not grow wider!

So what next? We intend to reach out to Brands, Retailers and Manufacturers to talk to them about how they could serve their customers better by designing and making products that actually fit those customers. We intend to gather more data in the form of scanning volunteers and developing our Avatars.

There is a correlation between poor fitting clothing and high returns rates, increased waste resulting in excessive land-fill and a really poor carbon footprint for the fashion industry. It is our view that sustainability in the industry can only be addressed properly if we work upstream and don't make the clothes in the first place if they are not going to fit your customer. The solutions to recycle and re-use fashion are numerous, but our view is don't make bad clothes in the first place.   

Please contact me at julia@rey-house.com if you wish to hear more, contribute or get involved.