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Fashion Design: Size Really Does Matter

fashion-design-handsA fashion designer's dream is to eventually develop and sell a successful line of apparel. But in order to do this, an accurate pulse on what the public wants is essential.

In 2002, fashion designers literally sized themselves out of the market by producing garments that failed to fit (literally) the needs of consumers. Shoppers who visited their local clothing stores knew this was true. While the size tag on any particular piece of clothing said "medium," "large," or "small," it was a fact of life that buyers had to try on numerous garments before finding one that fit properly within their size category.

Fashion Design

"…Sure, right now, people have less money. But they still want to buy clothes. They still want to update their wardrobes. They just aren't finding what they want, and when they do, often it doesn't fit. And if it doesn't fit, forget it." --Marshal Cohen, senior industry analyst of research firm NPD.

fashion-design-sketchLesson learned: Consumers are more demanding, and the one-size-fits-all philosophy is no longer valid. Today, the fashion industry is struggling to regain market share, and ironically enough, the glimmer of success it is experiencing is in fitted jeans. The premium jean market saw an incredible sales growth of 17% during 2008 and continues to grow though 2009, while other apparel lines are languishing.

"With the newfound focus on fit by some of the commodity brands coupled with women's never ending quest for the perfect pair of jeans, the passion for denim is alive and well," said Cohen.

For a long time, clothes manufactures used to base their clothing lines on standards for body shapes from antiquated 1940s statistics. This has changed and current geographic and demographic data about buyers such as gender, ethnicity, race, and education are crucial in understanding what the consumer wants. While designing cutting edge fashion is good, attention to the most obvious requirement for clothes, a proper fit, is something that cannot be overlooked by today's fashion designers.


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AS Fashion Merchandising
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Fashion Design (BFA)
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Master of Business of Fashion
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  • Educates about 4,500 undergraduate and graduate students per academic year at two campuses in New Jersey as well as five satellite locations in New Jersey and Singapore.
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AAS in Fashion Marketing & Management
  • Ranked among the Best Online Bachelor's Degree Programs in 2015 by the U.S. News & World Report.
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  • Offers associate and bachelor degree programs in business, design, health, plus certificate programs in practical nurse, medical assistant, and more.
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  • Accredited
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