The End of Average: One Size Does Not Fit All

Every retailer seeks to capture a larger market share, but in trying to be everything to everyone, the risk lies in appealing to no one. When analyzing a swath of data points to gain insights about shopping behaviors, it’s only natural to seek that singular crystallized data point – or, average – to guide decision-making for the population at large. Unfortunately, when designing the personalized experiences today’s consumer expects, averages fail to cater to each shopper’s inherent individuality. 

FOA_measureNo Such Thing as “Normal”

In the early 1940s, the Cleveland Health Museum featured “Norma,” a statue created based on the measurements of 15,000 young adult women, in an effort to symbolize the “ideal” female form. Women around the country were incentivized to send in their own unique measurements, with prizes to be awarded to those most similar to Norma’s. Out of almost 4,000 entrants, fewer than 40 even came close. Even those nearest to the median still diverged in multiple measurement categories, proving there is no such thing as average when it comes to body type.

Against the Crowd

It has become common knowledge that a size 6 is not a size 6 across different brands – and just about every consumer is wary of the small/medium/large trichotomy. Brands have long relied upon overly generalized measuring systems for lack of a better way to sell to consumers. Desperate for a more nuanced solution, some retailers have taken to using easily measurable shopper stats, like height and weight, and putting them up against other consumers’ data points and shopping preferences to form a rudimentary “crowdsizing” system, prone to flaws and incorrect size recommendations. Why doesn’t it work? Body types vary greatly from person to person, and even those with the exact same height and weight almost always have major measurement discrepancies – leaving plenty of room for error.


Above & Beyond Average

Personalization is what makes the difference between a pertinent size recommendation and one that misses the mark for most. Using billions of data points, leveraged with skill and precision, shoppers using a nuanced system like the True Fit Genome can find just the right styles based on their size, shape, style and brand preferences. Download our newest report on The Flaw of Averages and learn how there’s no such thing as one-size-fits-most and how retailers are creating 1-to-1 shopping experiences that really fit. 

Download The Flaw of Averages today