What Sizes Should I Offer?: A Practical Guide for Small Fashion Brands

Creating your own fashion brand involves making informed decisions, including which clothing sizes to stock. It's not just about covering a wide range; it's about choosing the right sizes that resonate with your target market and align with your production capabilities. Here is what to consider when deciding what sizes to order for your fashion brand. 

Understanding Your Brand's Unique Size Needs

The first step in determining your size range is to closely examine your target customer. Not every brand will benefit from offering an extensive size range. Factors such as your brand's identity, your target demographic, and the type of clothing you offer play crucial roles in this decision-making process.

The Reality of Production Constraints

For small fashion brands, production volume is a significant consideration. With limited quantities per style, it's impractical to offer a wide array of sizes. Typically, if you're producing around 200 pieces per style, you might be limited to five or six sizes. This limitation requires a strategic approach to selecting sizes that will most effectively meet your target audience's needs.

Balancing Aspirations with Realities

Many emerging brands dream of offering sizes from XS to 5X right from the launch. However, due to production constraints, such aspirations need to be balanced with practical realities. Deciding on your size range involves identifying your target customer and understanding their specific needs. For example, a men's Western wear brand must cater to a broad size range, including youth sizes, because of the diverse sizes of their customer base. Alternatively, a brand focused on more narrow target market may not need to include so many sizes. 

How Many of Each Size? 

When planning how many of each size to order, it’s important to understand where the majority of your customers stand in terms of size. By analyzing the amount of customers in each size, you can make informed decisions about how to break out your order. It’s important to plan quantities ahead of time so you don’t run out of popular sizes quickly, while holding stock in less common sizes. 

Key Takeaways for Small Fashion Brands

Target Customer Analysis: Start with a clear understanding of your target customer. Who are they? What sizes are most relevant to them?

Production Constraints: Acknowledge the limitations posed by low MOQs. Select a size range that you can realistically manage and stock.

Strategic Size Selection: Choose a size range that aligns with your brand's target demographic. It's better to cover a focused range well than to overextend and dilute your brand's essence.

Final Thoughts

Determining the right size range for your small fashion brand is a delicate balance between aspiration and practicality. By focusing on your target customer and understanding the limitations of production, you can select a size range that not only meets your brand's needs but also resonates with your customers. Remember, success in fashion is not just about the clothes you create; it's about the people you create them for.

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