Poor fit in clothing stems from a lack of knowledge about customers' bodies and preferences, as well as the economic constraints under which the fashion industry currently operates. It is well understood that fit is the critical factor influencing customers' willingness to pay and to wear and care for their clothes longer. By adjusting fashion companies' product development to create more inclusive designs, substantial benefits can be realized for the climate, environment, economy, and consumers. This is crucial in a context where too much clothing is underutilized, return rates are high causing significant losses for retailers and companies, and the race to lower prices dominates an already pressured industry.

This is a message conveyed in this column in Wastetech, authored by three researchers involved in the MCC – Mass Customization for Circularity project under TRACE's textile initiative: Ulla Ræbild from Design School Kolding, Mette Terkildsen, VIA University College, and Else Skjold from the Royal Danish Academy.

Read the article here (the article is behind paywall)