Online fit issues dent sales, mean clothing goes unworn - study

By

Sandra Halliday

Published
Dec 19, 2018

The extent of consumer purchases that go unworn was made clear this week with a new study claiming UK consumers will amass tens of thousands of pounds worth of unworn clothing over a lifetime.

Fit specialist True Fit spoke to over 2,000 consumers for its Fashion Derailed report and showed an average build-up of £22,140 worth of unworn clothing per woman and £10,811 per man.

British women are forecast to spend £29.4 billion on clothing this year alone, according  to Mintel, but nearly half of UK female shoppers (45% of those surveyed) admitted to having bought something online that they’ve never worn. And plenty of women said they’ve worn some items only once (44%) because of difficulties choosing items in the right style, fit, and size.

Admittedly, given the area in which True Fit operates, it has an agenda that’s all about highlighting the inadequacy of size and fit issues online. But that doesn’t detract from the findings, with its data showing the average Briton admitting they only wear 74% of the clothing in their wardrobes. 

When it comes to choosing the right style, fit, and size, jeans are the toughest item to shop for online for both men (15%) and women (21%), followed by trousers (12%), boots (5%), dresses (4%) and high-heeled shoes (4%).

And 77% of the women spoken to admit that size and fit issues prevent them from even attempting to buy some items online. Meanwhile 50% avoid certain retailers “because the style, fit, and sizing of their clothes is so unpredictable, causing shoppers to lose confidence in buying from them.”