Home / Knowledge / News / Apparel/Garments / Brits hoarding unworn clothing: True Fit

Brits hoarding unworn clothing: True Fit

Jan '19
Courtesy: Bryan Schneider from Pexels
Courtesy: Bryan Schneider from Pexels
Over a lifetime Brits will amass £32,951 worth of unworn clothing in their wardrobes - equivalent to the average cost of a wedding or university fees for undergraduate degree. This has been found by True Fit, a global data platform for fashion industry that decodes personal style, fit, and size for consumers to help them find right clothes and shoes.

Research involved over 2,000 consumers. According to the report, the average British woman will stash £22,140 worth of unworn clothing in their wardrobes - the equivalent to a house deposit for a first-time buyer - while men accumulate on average £10,811 of garments they will never wear - comparable to the fees for a child under two to attend day nursery full time for a year.

With British women forecast to spend £29.4 billion on clothing this year alone, nearly half of UK female shoppers (45 per cent) admit to having bought something online that they have never worn or have only worn once (44 per cent) because of difficulties choosing items in the right style, fit, and size for their unique personal characteristics and preferences.

And this fashion discovery epidemic, True Fit's data suggests, extends beyond women's wardrobes. With only 1 in 2 (44 per cent) of the UK's garments fitting them properly, the average Brit admits they only wear three quarters (74 per cent) of the clothing in their wardrobes. When it came to finding clothes they love, and choosing the right style, fit, and size, jeans proved the trickiest item to shop for online for both men (15 per cent) and women (21 per cent), followed by trousers (12 per cent), boots (5 per cent), dresses (4 per cent) and heels (4 per cent).

And, such is the frustration with style and sizing guesswork that over three quarters of women (77 pre cent) now say they choose not to purchase clothing online because they are unsure of which styles suit them best and which size to buy. Half even purposely avoid certain retailers because the style, fit, and sizing of their clothes is so unpredictable, causing shoppers to lose confidence in buying from them.

Lars Rabe, a business leader and fashion expert at True Fit, commented: "There is so much disparity in retailers' sizing - with consumers' clothing fluctuating several dress sizes depending on where they shop, for example - it is leaving many shoppers confused and frustrated when shopping for fashion online.”

"And it's not just bad for consumer confidence, it's also bad for the retailers themselves. Not only might they lose out on sales and erode customer loyalty, but they may also end up bearing the cost of fulfilling redundant items and orders - where shoppers order several items of the same product due to size uncertainty - as well as the cost of returns due to any combination of ordering items aren't right for a shopper's personal taste, body, or size," he added.

Romney Evens, chief product and marketing officer at True Fit, said: "The fact that half of the female consumers we polled avoid certain retailers due to inconsistencies in style, fit, and sizing is a clear indication of the confidence gap consumers face when shopping for fashion online. If retailers make recommendations for customers based on what they believe their average consumer would prefer, they are making that customer conform to an imaginary and inaccurate concept. This is where sophisticated AI technology can help - true one-to-one personalisation is needed to satisfy and delight consumers. This means making recommendations for that individual customer, not for people similar to them. Consumers are demanding an easier experience, and it's exciting to see leading retailers adopting this capability." (SV)

Fibre2Fashion News Desk – India

Must ReadView All

Pic: Shutterstock

Textiles | On 21st Jan 2022

China to optimise energy production, supply, storage, sales

As the global energy market faces complicated situations, China’s top ...

Pic: Shutterstock

Retail | On 20th Jan 2022

Clothing retail sales in US grew 33.1% during holiday season: NRF

Retail sales during 2021’s November-December holiday season grew 14.1 ...

Pic: Shutterstock

Textiles | On 20th Jan 2022

ILO downgrades labour market recovery forecast for 2022

Geneva-based International Labour Organisation (ILO) has downgraded...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Occam's razor principle and purpose-driven innovations

Textile Industry, Head honchos

Textile Industry
Head honchos

Biggest learning was adaptability

Textile Industry, Head honchos

Textile Industry
Head honchos

Good tidings expected for textile industry

Susan Bhaktul,

Susan Bhaktul

Established in 2000 as a liaison with the Government of India, Industree...

Sanjay Vakharia,

Sanjay Vakharia

One of the first few Indian denim brands, Spykar, established in 1992, was ...

Mohammad Ali Khokon,

Mohammad Ali Khokon

<div>The Bangladesh Textile Mills Association (BTMA) is the national trade ...

Thomas Ong P S, NanoTextile

Thomas Ong P S

Malaysian company NanoTextile Sdn Bhd taps into the potentials of...

Shlomzion Chen, Seevix

Shlomzion Chen

Seevix Material Sciences Ltd, which develops and manufactures synthetic...

Daniel Roxbury, University of Rhode Island

Daniel Roxbury
University of Rhode Island

Assistant professor Daniel Roxbury and former URI graduate student...

Ritu Kumar, Label - Ritu Kumar

Ritu Kumar
Label - Ritu Kumar

<b>Ritu Kumar</b> is the most respected designerwear brand in India...

Raghavendra Rathore, Label Raghavendra Rathore Jodhpur

Raghavendra Rathore
Label Raghavendra Rathore Jodhpur

Being one of the first designers to use the "Brand India" positioning for...

Bani Pasricha,  Label - Bani Pasricha

Bani Pasricha
Label - Bani Pasricha

An Indian fashion-designer and a recipient of one of the most prestigious...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments


Rayonese Textile Inc., Division de Culp Inc.
Gatsby Africa
LC Waikiki
Calvin Klein
Rosset ;& Cia Limited
Chico’ FAS
NITI Aayog
H;&M Hennes ;& Mauritz (Far East) Ltd
Gokaldas Exports Limited
Huntsman (Singapore) Pte Ltd
Reiter India Private Limited
Boardriders Asia Sourcing Limited
Lacoste (Wanchai)
Bluestem Global Sourcing Limited
PVH Corporation
Tommy Hilfiger
Sainsbury's Argos Asia Limited
Eastman Chemical Company
Restoque S.A.
Arvind Limited
Guess Europe Sagl,
Sateri (Jiujiang) Fiber Co.,Ltd
Seasalt Limited
IDH – The Sustainable Trade Initiative
J ;& P Coats
KAS Direct Sourcing
Alison Hayes Romania
Target Corporation (MN)
Etam Group Strategy Hong Kong Limited
International Textile Manufacturers Federation
Green Fibre
T.T. Limited
Lisa S.P.A.
Page Industries Limited (Bangalore)
Tchibo GmbH
Vianney Textil Hogar S.A. De C.V.
Cat Tuong Real Estate Group Joint Stock Company
Midas Clothing Limited
Esprit Europe Services GmbH
Groz-Beckert East Asia LLP
Under Armour Global Sourcing Ltd
OVS Hong Kong Sourcing Ltd.
SHAHI Exports Pvt Ltd
Gap International Sourcing Limited
Vardhman Textile Ltd
Gloria Jeans
IKEA of Sweden AB
Brandix Lanka Limited
Recron Polyester from Reliance Industries Limited
Chori Company Limited
Alix Partners
Lululemon Athletica Inc
Hirdaramani International Export Private Limited
Sportmaster Ltd.
Aramark Uniform ;& Career Apparel, LLC
Benetton Group
Truetzschler India Private Limited
Desigual - ABASIC, S.A.
Landmark Group
The LYCRA Company Singapore  Pte. Ltd
Lenzing Aktiengesellschaft
G-Star Raw C.V.
Sportswear Company Spa
Hela Clothing Pvt Ltd
John Varvatos
Helly Hansen Far East Ltd
Deckers Outdoor (Guangzhou) Consultant Co., LTD.
C;&A Sourcing International Ltd
Amazon China
Grasim Industries Limited
Maceton Limited
The Top Form Brassiere Manufacturing Company Limited
MAS Active / MAS Kreeda / MAS Bodyline
Phong Phu international JSC (PPJ)

January 2022

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search