If a coat or a pair pants were tailored to your body, what’s the likelihood of you returning it? Probably slim. But what if tailoring wasn’t an option and relying on what the retail industry has to offer for your body type was the only option?
If so, finding a coat, a pair of pants or even a dress that feels like it was made for you is a rarity. But if and when you do find that perfect piece, again, what’s the likelihood of your returning it?
In the world of fashion, finding the ideal garment that fits like a glove has always been a challenge. Many consumers have experienced the disappointment of purchasing clothing online or in-store, only to find that it doesn’t quite match their body type or measurements. These frustrations result in unfavorable brand experiences and increased returns, hurting the bottom line for both brands and retailers.
The emergence of customized clothing has brought about a revolution in shopping habits, decreasing returns and providing customers with a sense of their clothes being crafted for them. Retailers have recognized the demand not only for personalized options but also for a more precise and improved body measurements and garment production.
The latest retailer to take notice is Macy’s, which is introducing a brand that addresses the one-size-fits-all approach to clothing fit for women.
Called “On 34th,” in honor of its Manhattan flagship store, the collection will be accessible Aug. 17 in physical stores and online.
As part of an extensive revamp of its in-house brands, Macy’s intends to introduce four new private labels by 2025, with this latest addition being the first in the series.
The thought process here is simple: If you deliver a high-quality product that addresses a consumer’s needs, they’re more likely to keep it.
Inconsistent clothing sizes across brands frustrate shoppers and result in higher costs for retailers due to increased returns. Brands have tried leveraging analytics to aid customers in finding the right fit. A novel approach has emerged where some brands are reevaluating their design process, introducing new sizes, and crafting silhouettes that better match contemporary body shapes.
Over the course of two years, Macy’s created a versatile collection catering to women aged 30 to 50, encompassing both work and casual wear. The line boasts an array of 250 styles, which combine to form over 1,000 distinct outfits, per the company’s announcement.
With affordability and diversity in mind, prices range from $19.50 for a tank top to $299.50 for a leather jacket. On 34th caters to a wide range of body sizes, with options available from 0 to 26W and XXS to 4X.
Don Howard, Alvanon’s executive director in charge of global consulting, said Americans are not only broader in the middle but also generally larger in overall body size.
“Most fits are based on this idealized hourglass shape that was the fashion years ago,” Howard told WSJ. “But only about 8% of women have an hourglass figure.”
In the past, Macy’s offered five distinct fits for all its private brands, varying from extra curvy to straight.
Moving forward, Macy’s will streamline its approach and provide two fits across its private brands, with one slightly curvier than the other.
Over the years, Macy’s has nurtured private brands that rival national brands both in scale and name recognition, exemplified by popular lines like I.N.C. women’s clothing. However, in recent times, the sales of these private brands have seen a decline. In 2022, these exclusive labels accounted for 16% of the store’s annual sales, a decrease from the 20% share they held in 2019.
As a crucial part of its comprehensive overhaul, Macy’s is reevaluating its 25 private-label brands, with the aim to replace some and reinvigorate others.
During the latest fiscal year, Macy’s reported an 18% decline in net income, amounting to $1.2 billion. Despite this, sales remained relatively stable at $24.4 billion. Macy’s shares fell 23% this year, while the S&P 500 index rose 19%.
Read more: Macy’s Navigates Weak Consumer Demand, Continues Deep Discounts
Recognizing the limitations of the standard approach to body measurement, Lululemon decided to addres the issue and introduced a policy of offering free alterations to customers, allowing them to personalize their garments to better suit their body shapes and preferences.
Lululemon’s approach to alterations goes beyond simple hemming or tucking. The company offers a range of customized alterations, such as adjusting waistbands, leg lengths, or even tailored adjustments for different body types. These alterations are executed by skilled tailors who understand the intricacies of Lululemon’s designs, ensuring that the integrity of the garments remains intact.
By offering free alterations, Lululemon empowers its customers to embrace their unique body types without compromise. This initiative eliminates the frustration of finding the perfect fit and allows customers to enjoy the comfort and confidence that come with clothing tailored specifically to their bodies.
And it’s an effort that has contributed to the company’s success. In June, Lululemon shares surged after reporting 24% sales growth, reaching $2 billion, compared to the previous year’s $1.61 billion. In the three-month period ending on April 30, the company recorded a net income of $290.4 million.
Nike and menswear designer Martine Rose are reportedly collaborating on a collection of genderless tailoring to be embraced on and off the field by players participating in the FIFA Women’s World Cup.
“It’s a first for Nike to do tailoring, and that in itself is really exciting, and a privilege to have done,” Rose told WWD.
Rose said the journey of designing the collection and immersing herself in the world of women’s soccer, along with understanding the essential elements required to create a line that seamlessly transitions between on and off the field, has been an enlightening and educational process.
The collection will debut exclusively on Martine-Rose.com on July 25, just five days after the World Cup’s opening day in Australia. Subsequently, it will be available on Nike.com, the Snkrs app, and at select Nike stores starting from July 27.
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