Fashion retailer Zara has rolled out a new feature that aims to help consumers determine what clothing sizes to order while online shopping. The feature “What’s My Size?” asks shoppers to enter their height, weight, and fit preferences (tight, loose, or perfect). Then it informs you what customers who fall into similar size categories purchased, and organizes the results by percentage.
Looking for the feature? Go to any clothing or accessory item page, and it should pop up. Then, once you’ve entered your information, it will autosave and apply your preferences to the rest of the site. In other words, you only have to enter your information once for one item, and you’ll be good to go.
Let’s be real: “What’s My Size?” is a definite step forward as far as online shopping goes. Any avid online shopper knows the central drawback of web boutiques is that you can’t try clothes on to see how they fit. And that gets way harder when you’re buying from brands you’ve never shopped before. (So this will be an excellent tool first-time Zara shoppers who want to buy online.)
Still, the feature’s far from flawless. Clothing fit is a complex thing. Zara’s feature considers height and weight when calculating sizes, but it doesn’t take into account different body shapes. No two bodies are the same—even if they’re the same height and weight—and not all bodies comply with standard sizing conventions (small, medium, large; 2, 4, 6). We’re not saying Zara’s responsible for these problematic sizing conventions (they’re not—obviously). It’s just that finding the right size is rarely as simple as this new feature suggests.
But a step in the right direction is still that—a step. We love that Zara is devising tools like this, and that they’re giving customers access to fellow consumers’ feedback. Most other brands just haven’t taken the same steps to improve the online shopping experience. No, “What’s My Size?” isn’t optimal. But perfection takes time. For now, we’re just glad there’s a tool out there to help make our online shopping lives a little bit easier.
You can check out some screenshots of the “What’s My Size?” feature in action below. Or you can head to Zara’s website to try it out for yourself.
You might also like: The Female Harlem Globetrotters Teach Us Their Best Moves