Catecut founders Heidrun Sigfusdottir and Anna Gunnarsson were interviewed by Rakel Sveinsdottir for Icelandic national news site Visir (article is in Icelandic).
Understanding Bracketing in Apparel Retail: The Impact of Consumer Confidence
Bracketing occurs when shoppers order multiple sizes of the same garment, with the intention of returning the sizes that do not fit. Sizing inconsistencies leave shoppers feeling like bracketing is their only choice.This exponentially growing consumer behavior creates both a logistical headache for retailers and contributes to increasing garment waste in the fashion industry. Alongside consumer confidence, consumer knowledge of how the cut and fit of a garment fall on or envelope different body structures play a crucial role in mitigating bracketing behavior and stoking buyer confidence.