A Better Understanding of Fit: Measurements vs. Style Preference
If you haven’t realized it, fit is a much more complicated concept than what many retailers and shoppers think.
Retailers seem to be clueless about fit as it relates to their shoppers and shoppers are confused about fit as it relates to their body. As a stylist, the main job was to bridge the connection between product and customer based on an understanding of fit.
In the past, I coaxed many shoppers into appropriate silhouettes because shoppers were not actually the authority on their fit, I was. In many cases, the right fitting garment was not actually the right fit for some shoppers. Some people were just more comfortable in the wrong fitting item because they preferred the style. On paper, if we did a comparison of their body measurements to their garments, the fit reading would read “error”. But in real life, preference is everything.
This revealed something very interesting about shoppers: When it comes to fit it's all about preference.
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