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Mark Charlton

With more than 20 years’ experience in the apparel industry, Mark Charlton is a technical leader who has worked with manufacturers, trading companies, direct-to-consumer retailers,omni-channel national and global brands. His key focus is product groups from M2M tailoring to lingerie and everything in-between. He has an uncompromising approach to understanding the complexities of apparel fit, both on a consumer and global level. Additionally, Mark has a proven record of driving and implementing organizational and process change from corporate teams throughout the global supply chain.

Fit: the Underserved Attribute of Product

In his first post for WhichPLM this year, fit expert Mark Charlton explores the competitive advantage that is fit. Mark believes that fit and sizing need to be treated in a similar way to other product attributes (colour, fabric, wash etc.) in order to be fully understood and iterated.

How Do You Measure Fit Success?

Today fit expert Mark Charlton discusses the barriers to fit success if we continue down our industry’s current path. He shares his view of a world with lower product returns, higher inventory management, and satisfied, brand loyal consumers.

Data: the New Gold

In his first piece for 2020, fit expert Mark Charlton discusses individual fit preference in a consumer-centric era. Understanding and predicting fit preference, Mark believes, is key to solving the problem of apparel fit.

Fashion Trends are Reciprocal, but is the Fashion Supply Chain?

Here WhichPLM’s fit expert, Mark Charlton, shares his views on the changing ways apparel is manufactured in fashion, and what the future could look like.

Multi-Dimensional Body Shapes; the Department Store’s Secret Weapon?

Here WhichPLM’s fit expert, Mark Charlton, shares his views on fit in relation to department stores – and what they might have been getting right all along…

Can Merchants Help Solve the Fit Problem?

Following his article earlier this year exploring the importance of a ‘Chief Fit Officer’, here WhichPLM’s fit expert, Mark Charlton, shares his views on the role of the merchants when it comes to apparel fit.

Chief Fit Officer

Following his article exploring sizing standards, in his latest exclusive for us, WhichPLM’s fit expert, Mark Charlton, now discusses the lack of ownership around fit, and how this has caused problems throughout the industry.

‘Plus size’ or the new normal?

In his latest exclusive for us, WhichPLM’s fit expert, Mark Charlton, discusses the concept of ‘plus size’, and the associated pitfalls brands and retailers often fall into.

Could Fit be the Answer to Consumer Loyalty?

In his second exclusive for this year, WhichPLM’s fit expert, Mark Charlton, discusses how fit could be the answer to consumer loyalty.

Fit has a Communication Problem

In his first exclusive for 2018, WhichPLM’s fit expert, Mark Charlton, discusses how simple brand communication can help the fit challenge in fashion. We all know a great fit when we find one; in business we all understand fit is a competitive advantage. So why is it so hard to find a fit that fits […]