Enhancing online fashion retail - the quest for the perfect fit

This chapter broadly describes the e-Size project and presents the preliminary results of its first pilot test—an exploratory survey administered to a convenience sample of customers in an attempt to establish whether the integration of a size recommendation application into a menswear fashion retail website was successful by verifying the size recommendations made by the application and to assess the user experience of the application in order to determine its suitability for live user testing on the retailer’s website. From the preliminary findings, it emerges that all participants found the size recommendation application easy to use. The majority of participants received the correct size recommendation from the application and would be willing to use the application due to its helpfulness in providing a size recommendation when shopping online; however, users’ personal style and fit preference are important factors, irrespective of the size that fits them correctly. By integrating additional garment and fit information into the application, retailers can ensure that every user will be able to receive a tailored recommendation that meets both their size and personal style preferences.