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 […]
Why Recreate a Broken Process?
In his latest exclusive for us, fit expert Mark Charlton discusses the recent obsession with re-designing the fitting room experience, and shares his plea for fit intent. I have a passion for great fitting apparel and for over 20 years I have been helping brands fit apparel, understand sizing constructs and globalize fit offerings. In […]
The Rebirth of Bespoke
In his fourth exclusive piece for WhichPLM, Mark Charlton continues his discussion surrounding fit in our industry. Here, Mark discusses the rebirth of the bespoke industry, and technology’s part in this. I have a passion for great fitting apparel and for over 20 years I have been helping brands fit apparel, understand sizing constructs and […]
Lean Product Development
In his fourth piece in an exclusive series for WhichPLM, fit expert Mark Charlton explores how lean product development can help brands and retailers achieve speed to market.
A Fit Guru’s Guide to Customization
In his third piece in an exclusive series for WhichPLM, fit expert Mark Charlton explores customisation, mass production and made-to-measure. He qualifies the difference between bespoke and customisation, and shares how he believes brands and retailers should approach their models.
The Future is Bright for e-Commerce Apparel Fit
In WhichPLM’s second piece for 2017, and his second exclusive article for us, Mark Charlton continues his discussion surrounding fit in our industry. Here, Mark explores the changing role of the retail associate with regards to fit, and what disruptive technologies will bring to the future of fit.
Why is it so hard to make apparel that fits?
In his first exclusive article for WhichPLM, Mark Charlton discusses the problem our industry has with fit. Mark has an uncompromising approach to understanding the complexities of apparel fit, both on a consumer and global level, and sits on WhichPLM’s Expert Board.