Customers find global measurements confusing and are returning merchandise by the score to Myntra since they fail to select the right size for themselves.
To counter this problem and to reduce incremental logistics, Myntra has finally decided to launch its own size chart.
“Every brand, international or national, has its own measurement guideline, which often confuses consumers. This has resulted in nearly 50 per cent of returns on the platform,” said Myntra cofounder, Ashutosh Lawaniawas quoted by The Economic Times as saying.
The company that lists nearly 2,000 brands on the platform hopes to cut the overall return rate by 30 per cent. Experts said returned goods push up the average cost of delivery by 50 per cent, a crucial expense at a time when most retailers are already in the red.
In January, the online player received Rs 338 crore from Flipkart to boost its leadership position in the fashion segment, according to documents filed with the Registrar of Companies.