What is a size chart?
A size chart is a table that maps named sizes, like S, M, L or US 8, 10, 12, to actual measurements. It can list body measurements the size is meant to fit, garment measurements taken flat off the product, or both. The goal is to replace the fitting room: a shopper measures themselves or a garment they already own, finds the matching row, and orders with some confidence instead of guessing.
Sizing has no universal standard. A medium from one brand can match another brand's small, and vanity sizing drifts over time. The chart is how a store communicates its own scale precisely, which is the only sizing information a customer can actually act on.
Body measurements vs. garment measurements
Body charts state the wearer's measurements a given size is designed for, for example a size 10 dress fitting a 35-inch bust. They are intuitive but assume the shopper measures their own body correctly. Garment charts state the flat dimensions of the finished product, such as the actual chest width when the shirt lies flat. They are more reliable for experienced online shoppers, who measure a garment that already fits and compare it directly. The strongest listings show both.
What a good size chart includes
Beyond the numbers, the chart needs the context that makes the numbers usable. List measurements in both inches and centimeters so no one has to convert. Add a short how-to-measure guide showing exactly where to put the tape. Build separate charts per category, since a shirt, jeans, and shoes do not share a scale. State the fit intent, whether the cut runs slim, regular, or oversized, so the customer knows how the garment is supposed to sit.
- Both inches and centimeters, no conversion required.
- A clear how-to-measure illustration for each key point.
- Separate charts per garment type, not one chart for everything.
- A stated fit intent: slim, regular, or oversized.
- The model's measurements and the size they wear in the photos.
Common mistakes
The frequent failures are a chart hidden behind an extra click most shoppers never take, body-only measurements with no garment numbers for fitted styles, and a single generic chart applied to every product regardless of cut. Another quiet one is a chart that is technically accurate but contradicts the photos, where the listed fit says regular but the model is clearly wearing it oversized. When the chart and the imagery disagree, shoppers trust the image and order wrong.
Why size charts matter for fashion ecommerce
Fit and sizing cause roughly 45% of all apparel returns, and a meaningful portion of those are preventable with clearer pre-purchase information. The size chart is the cheapest fit-confidence tool a store has. It needs no third-party software, ships with the product page, and directly addresses the single largest reason clothing comes back.
It also feeds bracketing behavior in either direction. With a vague chart, shoppers hedge by ordering two sizes and returning one, which inflates demand and crushes margin. With a precise chart and a how-to-measure guide, a larger share commits to one size, so the chart influences both return rate and the accuracy of your sales data.
The imagery connection
A size chart works best next to a photo that shows how that size actually sits on a body, which is why stating the model's height and worn size is a standard recommendation. WearView generates on-model imagery where the model and framing stay consistent across the catalog, so a shopper can read the chart and immediately see a believable picture of that fit. The numbers tell the size; the on-model image confirms the shopper read them right, and the two together cut fit-driven returns.