Abstract

Size labeling is a communication system between manufacturers and consumers. Today’s clothing industry, particularly for the sportswear is based on ready- to- wear sizes. Most of the size designations are not accurate enough to find clothing that fits our body. The increasing shift from shop tailing to e-commerce has been a major impact on fit in terms of sales and higher return, not only because of sizes and measurements, but because of so many brands have their own disparities within clothing sizes used today among different countries. In this study, major men’s sportswear particularly topwear size charts that are available in the web, of top most 5 popular brand manufacturer such as Nike, Adidas, Fila, Reebok & Puma which are categorized based on their profits gained in 2016, were collected. Similarly, five major online purchasing countries like USA, UK, South Korea, France and Germany were taken for this study, based on a survey conducted in 400 online respondents. Categorization and evaluation of the same were done based on popular brand & countries. A critical examination and analysis were made. Finally, one universal size conversion chart has been developed by using all the information, which helps in minimising confusions and errors, from the customers and e-tailers perspective, by feeding the home country & size of the particular brand that will give the equivalent size of a brand of these desired countries and vice-versa. Right fit of a garment enhances confidence, comfort as well as performance & efficiency while sporting.

Keywords: Sportswear; Sampling; Size chart; Label; Conversion table