Tuesday, 27 July 2010

Idea to steal--size guides

It’s not rocket science. There can’t be an apparel catalogue out there without some sort of size guide within its pages. And if there is, I’d like know how many returns it gets from customers citing sizing problems.

While most catalogues restrict the size guide to a boxed table on the last couple of pages, I liked this effort from James Inglis.

The cataloguer is a specialist seller of narrow-fitting shoes. Because of its niche, getting the fit right is presumably one of its USPs. Its size guide, therefore, is an A4 piece of thin card. Along the left-hand side is a ruler that doubles as a tape measure. On the right-hand side there’s a foot chart—customers place the chart on a “suitably thick book” and position their foot on the page to measure where it reaches and determine their shoe size.

There’s a very easy to follow, step-by-step guide to finding the right size. There’s even a telephone number to call if customers come across any stumbling blocks. Once armed with their shoe size, width and in-step, customers then head online to enter their measurements and work out their “personal fitting profile” as well as receive recommendations on brand and style that would be best suit. One small snag in an otherwise excellent idea; the website is under construction so I couldn’t quite put it all to the test. In theory, James Inglis is definitely taking a step in the right direction (…sorry)—MT

1 comment: