Myntra’s standardised apparel size chart to reduce returns by 30%

Aided with the latest funds from Flipkart, Indian fashion etail leader, Myntra aims to roll out a standardised size chart for its apparel by April this year. It is hoped this will reduce the high return rate which contributes to cash burn, as buyers will be able to select the right size of clothing.

“Every brand, international or national, has its own measurement guideline, which often confuses consumers. This has resulted in nearly 50 per cent of returns on the platform,” stated Ashutosh Lawania, co-founder, Myntra.

• Myntra displays 2,000 fashion brands on its portal

• It is hoping to reduce returns by 30% with this initiative

Fashion Fever

Last year, Aditya Birla’s ‘Abof.com’ had launched a 3D trial room for women to improve their shopping experience, while Flipkart introduced Trendstalk for online sellers. Also Myntra created an Artificial Intelligence robot named ‘artie’ in 2015. The latest move by Myntra is another step in the right direction for the online fashion industry.

“In the West, there is standardisation of sizes and all retailers and manufacturers follow it. In India, every brand has its own understanding of sizes. Hence, this will address a big pain point of consumers shopping online where you don’t have an option of trying and then buying the product,” remarked Harminder Sahini, managing director of Wazir Advisor.