Zalando launches new sizing personalisation feature

By

Sandra Halliday

Published
Nov 1, 2021

As consumers return to more normal shopping behaviour and e-tailers offer an ever-wider choice of goods, the problem of product overload on sites offering many thousands of items can actually block shoppers from finding what they might want to buy. And variations in fit across brands can also add to consumer disappointment when they do order something.

Zalando has just launched new features to address this. Its customers can now use In your sizes and In your brands filters. The company said it’s “the first big release intended to allow customers to make the assortment their own”.

The firm, which sells items from almost 5,000 brands, now allows its customers to receive size advice on a product detail page at the point where they’re making a selection and have their personalised size recommendations applied to the catalogue. It means they can choose to only see items available in sizes that will fit them.

Meanwhile In your brands allows them to follow brands on the site and have these preferences reflected in the articles that top their searches. The new settings can also be turned off.

The company is also looking at the benefits the new filters will bring from a sustainability perspective. In the near term, it expects a reduction of CO2 emissions from shipping. “Our goal is to have fewer parcels being shipped back and forth because something is ill-fitting” it said.

And it added that long term, the filters could “address some of the inefficiencies in the supply chain, where brands are producing items for customers whose bodies they don’t really know. If we can reconnect the creator and the consumer, brands will have a better idea of who they are making clothing for. This, in turn, fuels their capacity to produce products that accurately fit their customers. Tackling Size and Fit should drive waste reduction in the fashion industry in terms of what gets produced”.