This brand of women’s jeans is designed for body shape, not just size – Sourcing Journal


When it comes to clothing sizing, consumers are likely to have a hard time naming a more complex and absurd category to navigate than jeans. Each brand follows their own sizing standards, while the fit, fiber content, and recovery of a pair of jeans can dramatically alter its fit. In an effort to streamline sizing, a number of brands offer jeans that fit multiple sizes. Denim purists, however, have doubts about this unique approach to jeans.

Recognizing these challenges, Beatrice Purdy, a clothing retail veteran with over two decades of experience, set out on the road to help consumers find their perfect size. Purdy and her female-led team landed on Fitlogic, a patented sizing system that takes into account not only the wearer’s height, but their shape as well. Based on over 60,000 body scans, Purdy has come to determine that 94.8% of women fall into one of three shapes: Form 1, a physique with a less defined height; shape 2, a classic hourglass shape, and; shape 3, a pear shape with fuller bottom and thighs.

This sizing system has become the backbone of Measure & Made, a brand of jeans and bottoms for women including size. As founder and CEO, Purdy says launching the brand in 2019 was her way of debunking the size myths that fashion has entrenched in women’s minds.

“I was so tired of thinking something was wrong with me because the jeans didn’t fit, and you know what, it’s not my fault,” she said. “For too long, so many brands have used a sizing system developed in the 1950s by the government ….”

While brands have refined and evolved this standard, Purdy points out that this is also why a size 10 in Calvin Klein jeans is not the same size 10 at American Eagle.

A more logical way to approach fit, she said, is through form. “We’re just removing that, we’re removing the guessing game,” Purdy said. A quick quiz on the Measure & Made website that covers waist height, typical pant size, and where pants tend to be too tight, helps shoppers identify their shape and size, resulting in sizes like 8.1 . The first number is the waist measurement, while the second number indicates the shape of the body.

Offering a range of sizes from 0 to 28 and three unique shapes, Purdy said there are over 100 possible size and shape combinations. “We have three times the inventory to accommodate the form system,” Purdy said. “And that’s how we deliver an almost personalized fit. “

Measure and do
Courtesy

Each style of jeans in the collection is made to fit, so Measure & Made has completely different specifications for all three. And it might not necessarily be the same from size to size, Purdy noted. As size increases or decreases these specifications may change. The brand maintains these metrics across the range, allowing customers to confidently order new styles.

It’s an inventory load that would scare most executives off, but Purdy reports that Measure & Made has a return rate that’s half the industry average. “People want to have less inventory so they can handle all of their returns, but if you don’t have all of these returns, you don’t have to worry about that happening,” she said.

The brand boasts a 90% success rate for women who find the perfect pants. However, if customers need an exchange, they can work with a haircut specialist to find the right size. After the first exchange, Purdy said only 2% of those people made a return afterwards.

Measure & Made’s # 1 selling style is dark wash skinny jeans, followed by straight jeans. The bootcut, however, is gaining momentum, Purdy said. The brand also plans to launch cropped jeans and joggers, its first pull-on pant style, this spring. While loungewear like joggers are having a time in today’s comfort-obsessed climate, Purdy is adamant about building a brighter future for denim.

“It’s important to let women know that jeans are comfortable when fitted,” she said. “One of the phrases we use is ‘take back your wardrobe.’ You don’t need to have 20 pairs of jeans that don’t fit, you just need a really good pair.

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