Clarkston Retail Industry Expert Speaks to “Fit Preference” in the Apparel Industry

August 8, 2025 | Clarkston Consulting’s Cory Jackson, retail expert, shared insights with Fashion Dive in their latest playbook which covers fit personalization and how savvy apparel retailers are making adjustments to ensure every customer finds their “fit preference” the first time. See a few excerpts below, and download the full report here.

How Fit Preference Is Reshaping the Apparel Economy

Cory Jackson, a senior manager with Clarkston Consulting and council member with the National Retail Federation, points to an even deeper shift: consumers increasingly consider how their clothing supports their identity — “what the product says about who I am,” as he puts it.

Consumers often buy impulsively, responding to the dopamine hit of products served by social media algorithms. However you slice it, the reality is that retailers face stiff competition from all angles. “Temu might have it cheaper,” Jackson notes. “How are you going to compete with an extremely discounted product that looks the same as yours?”

How do you gauge the efficacy of size and fit solutions in your digital stores? For Jackson, the litmus test is straightforward: its impact on conversions and returns. “Are your customers abandoning carts or ordering multiple sizes because they aren’t sure of fit? Is your fit/sizing solution reducing that behavior?” Jackson reasons. “You know you have a winning solution when customers stop complaining or asking questions related to fit and instead trust the solutions you have in place.”

Watch the Webinar Here: Retail Expert Shares eCommerce Insights