Lands' End Pitches a Fit

Women’s apparel merchants always strive to get product fit right—after all, nobody want to get more returns. But it can be tricky, because clothing sizes vary widely by brand and manufacturer.

That’s why Lands' End has just introduced a revamped sizing scheme of three styles. "The new system was specifically designed to allow women to shop by selecting their favorite fit," said Barbara Wagner, women's merchandising manager for Lands' End, in a statement.

"We have introduced a new, modern fit called Fit 1 based upon customer requests,” Wagner said, “however, we knew women would continue to look for the Lands' End original or traditional fit as well.”

What’s the difference between the three fits? Fit 1 or “modern” is a new cut that the company says creates a flattering silhouette by fitting closely without being too tight or boxy. Fit 2 (“original”) is Lands' Ends’ most universal fit—not too tight and not too loose—and it looks good on most women, the merchant says. And Fit 3 (“traditional”) is a classic fit with styles that offer a generous cut through the body.

The Dodgeville, WI-based marketer, which is owned by Sears, is selling the favorite fits size goods in its catalog, online and in the Lands' End Shops at Sears. The new apparel items are identified with a blue dot and the corresponding fit number.