SIZE RATIO
To promote healthy body expectations, the Missguided X Hideout is available in sizes 4-20 across the collection. Currently, the brand uses size ratios from 4-16, also including plussize ranges (16-24) and tall and petite collections. In the UK and US mass market combined, petite swimwear increased 15% YoY with plus size trending up 31%, indicating the demand for inclusive swimwear will continue to grow (Marci, 2019). As a result, diversity in size is essential to cater to all body types and embody the Missguided brand.
“What customers most want from a range is for their size to be available and for the garment to fit well. Customers who can rely on a brand, shop or range’s consistency of fit will usually come back.” (Shaw and Koumbis, 2017:124). 34
