As shopping has shifted online, the problem has worsened. Size and fit are among the top reasons for returning online orders, according to e-commerce software company Narvar Inc.—adding an extra layer of costs that further erode retailers' already thin profit margins. “Sizing is poorly defined.
In a country with a growing population of overweight and obese people, China’s plus size industry lags behind that in the West (which many would say is a laggard itself). Taobao has become an important sales stream for plus-size brands, with thousands of stores on the platform selling plus-size clothing and a few stand-out brands, such as Garden Lis, attracting attention and investment. Few domestic clothing giants, however, feature sizing above an XL.