Size Charts Are Broken & Here's How To Fix Them

Why are we still asking shoppers to pull out a measuring tape in 2025? This white paper unpacks why the size chart - a tool most brands rely on - is one of the most complex and flawed systems in fashion retail. You'll find why charts look simple but hide real complexity, how product, shopper, and regional differences make sizing impossible to standardize, why most shoppers can't use measurement guides as intended (60% don't know their measurements at all), the operational burden of maintaining charts, and what smarter, scalable sizing looks like instead.