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By James Anderson•Last Updated August 28, 2025

Inclusive Sizing Strategies: How Fashion Retail Can Embrace Every Body

Photo by Ian Betley on Unsplash

Introduction: The Shift Toward Inclusive Sizing in Fashion

In recent years, the demand for inclusive sizing in fashion retail has grown markedly, reflecting social shifts toward body positivity and diversity. This movement is more than a passing trend-it signals a fundamental change in how brands approach design, marketing, and customer engagement. Modern consumers expect clothing lines to cater to a broad spectrum of body types, and brands that rise to this challenge are rewarded with greater customer loyalty, stronger brand image, and broader market reach [2] .

What Does True Inclusive Sizing Mean?

True inclusive sizing is not achieved simply by adding a few plus-size options to a standard range. Instead, it requires a comprehensive approach that designs for all body types , ensuring fit, comfort, and style consistency across the spectrum. This approach includes thoughtful pattern-making, the use of diverse fit models, and the integration of customer feedback at every stage [1] . Brands like Universal Standard and ASOS demonstrate this by offering consistent style and quality from size 00 to 40, avoiding the pitfalls of tokenism or segregated plus-size lines [5] .

Best Practices for Implementing Inclusive Sizing

1. Thoughtful Size Expansion and Pattern Development

Expanding your size range should be a data-driven process. Brands must avoid simply scaling up or down existing patterns. Instead, they should collect detailed body measurements, use fit models representing various shapes, and seek input from customers in different size brackets. This ensures garments fit well and flatter all body types, not just those in the mid-range [1] .

For example, Universal Standard’s approach includes collecting feedback from real customers and testing designs on diverse bodies [5] . Brands considering expansion should plan for iterative development, beginning with core styles and gradually extending to the full collection as resources allow [4] .

2. Improving Size Guides and Fit Information

Clear, comprehensive size guides are critical to reducing online returns and building customer trust. This means offering detailed measurements for each size, including specific garment dimensions and fit notes. Some brands leverage AI-powered sizing tools that provide personalized recommendations based on customer data [1] .

To implement this, start by publishing a robust size chart on each product page. Educate customers on how to measure themselves accurately and explain how each item fits (e.g., “relaxed fit,” “true to size,” “tailored”). Consider adding a virtual fit assistant or partnering with technology providers specializing in online sizing solutions for more advanced support.

3. Featuring Inclusive Models and Diverse Marketing

Representation matters. Showcasing products on models of various sizes, ages, and backgrounds fosters a sense of belonging and demonstrates that your brand values all customers [3] . Research shows that displaying size-inclusive model photos creates a more welcoming environment and can improve both sales and customer satisfaction.

Best practices include photographing every product on at least two different body types and training marketing and e-commerce teams to avoid language or imagery that separates plus sizes from standard ranges. Ensure all sizes are available and visible on your website to avoid the “plus-sizing effect,” where certain sizes are only displayed on select models, potentially alienating a large segment of shoppers [3] .

4. Customer Education and Engagement

Empowering customers to find their best fit builds loyalty and reduces returns. Offer step-by-step guides on measuring, explain fit differences across styles, and provide styling tips for different body shapes. Educational content can be delivered via blog posts, video tutorials, or live chats with customer service specialists [1] .

To get started, develop a dedicated “Fit & Style Guide” section on your website. Encourage staff to assist customers with sizing questions in-store and online, and invite feedback on fit and comfort to inform future collections.

Real-World Case Studies and Industry Leaders

Pioneering brands such as Universal Standard and Eloquii have set new benchmarks for size inclusivity by designing every item for the full range of bodies, not just adapting select pieces for larger sizes [5] . According to a survey by Glamour, 75% of women felt more confident when wearing well-fitting, stylish clothes, regardless of size, highlighting the tangible benefits of inclusive design.

ASOS has also been recognized for its extensive sizing and marketing efforts, presenting clothing on models of different sizes and making no distinction between standard and extended ranges. These examples show that genuine inclusivity enhances both brand image and customer loyalty [2] .

Step-by-Step Guide to Building an Inclusive Sizing Strategy

1. Assess Current Offerings: Review your existing size range, fit, and customer feedback. Identify gaps and prioritize which products to expand first.

2. Engage With Actual Customers: Conduct surveys and focus groups with customers of all sizes to understand their needs and pain points.

3. Redesign Patterns Thoughtfully: Partner with experienced pattern makers and use representative fit models for each size bracket. Avoid simple grading.

4. Update Online and In-Store Experiences: Revamp size guides, product descriptions, and visual merchandising to reflect your commitment to inclusivity.

5. Market Authentically: Feature real customers and models in diverse sizes. Avoid tokenism by making inclusivity a consistent theme across all campaigns.

6. Gather and Act on Feedback: Monitor sales data, returns, and customer reviews to refine your sizing strategy over time.

Challenges and Solutions

Brands may face higher production costs, supply chain complexity, or resistance to change. To address these, start small by expanding sizing in best-selling styles and build gradually. Collaborate with suppliers experienced in inclusive sizing, and seek advice from industry consultants or consumer advocacy groups [5] .

Another challenge is ensuring marketing does not inadvertently segregate customers. Avoid separate “plus-size” sections or different designs for certain size groups. Instead, merchandise all sizes together and ensure parity in fabric, style, and price.

Alternative Approaches and Future Trends

Some brands are exploring customizable fashion using technology such as 3D scanning and made-to-measure manufacturing. While this may not be feasible for all retailers, it’s an emerging trend worth monitoring. Additionally, AI-powered fit prediction tools and sustainability-focused approaches (like reducing returns through better fit) are likely to become more widespread [1] .

How to Access Resources and Get Started

If you are a fashion retailer looking to implement inclusive sizing strategies, start by:

Reviewing published case studies from industry leaders (search for “Universal Standard size inclusivity case study” or “ASOS inclusive sizing strategy” for examples).
Consulting with pattern makers and fit experts familiar with plus-size and petite design.
Exploring technology providers offering AI-powered sizing solutions (search “AI fit recommendation tools for fashion”).
Following thought leaders and advocacy groups in body positive fashion for current best practices.

You can also find educational resources and customer measurement guides by searching for “fashion fit guides” or visiting the educational sections of major fashion e-commerce websites. For direct support, consider reaching out to local industry associations or diversity consultants specializing in fashion retail.

Conclusion: The Value of Inclusive Sizing

Embracing inclusive sizing is not just a business opportunity-it is an ethical imperative that aligns brands with the values of today’s consumers. By expanding size ranges, improving fit, and authentically representing all body types, fashion retailers can foster greater loyalty, broaden their audience, and help create a more equitable shopping experience for everyone.