Retail today is a tough game. Customers expect more, costs are rising, and competition is fierce. But hidden behind these big challenges lies a smaller, quieter problem that costs retailers millions: broken size.
Broken size happens when some product sizes sell out while others stay on the shelf. Think of a store packed with medium T-shirts, but no smalls or larges left. The result? This situation results in lost sales, frustrated customers, and wasted stock.
For years, retailers worried most about overstock and markdowns. Now, broken size has become the silent profit killer, especially in clothing, shoes, and specialty retail. To solve it, stores need more than better technology. They must rethink how they handle inventory, understand shopper behavior, and run their online and offline channels.
This article explores the psychology, technology, and strategy behind broken size. More importantly, it shows how retailers can turn it from a problem into an opportunity.
Broken size means the size range of a product is incomplete. Unlike being “out of stock,” where nothing is left, “broken size” means only certain sizes are missing. This gap creates frustration for shoppers who can’t find their size.
Today’s shoppers expect convenience and choice. If their size isn’t there, they often walk away in-store or abandon their cart online. Over time, such behavior hurts trust and pushes customers to brands that promise full availability.
Broken size creates a painful double effect:
This mismatch "too much of what no one wants, too little of what everyone needs", wastes money across the supply chain.
In the past, we measured success by avoiding overstock. Clearance racks were considered a failure. But today, the challenge is sharper. It’s not about having “enough stock”, it’s about having the right stock in the right sizes.
Shoppers now demand personalization. Shoppers want clothing in their size, tailored to their preferences, immediately. And thanks to social media, complaints about missing sizes spread fast. What used to be a small issue is now a brand reputation risk.
Clothing brands often misjudge demand for edge sizes like XS or XL. Cultural trends, demographic shifts, and regional differences make it harder to predict.
Shoes are another classic case. Common sizes (like men’s 8–10) sell out quickly, while rare sizes sit unsold. This phenomenon leaves shelves looking empty in the middle but crowded at the edges, frustrating shoppers and signaling poor planning.
Most shoppers don’t settle for another size or product. They simply leave. For retailers, the outcome isn’t just a single lost sale. It’s a blow to long-term customer value.
Scarcity can drive urgency. But broken size creates the wrong kind: frustration-driven scarcity. Instead of pushing customers to buy, it drives them to competitors.
Online, broken sizes show up as product pages missing key options. In-store, customers see racks with gaps in the size run. Both create a poor shopping experience.
Omnichannel shoppers expect consistency. Customers lose trust if they place an online order and their size is unavailable for pickup. That’s why real-time inventory visibility is key.
Artificial intelligence can forecast demand using past sales, regional data, and even weather. This helps retailers plan better size curves.
RFID tags and shelf sensors track inventory in real time, so retailers can restock faster and avoid empty size slots.
Using analytics like Nimbly to adjust orders in-season works better than relying solely on last year’s numbers.
Fast-fashion brands win by being quick. They restock popular sizes within weeks and adjust size mixes rapidly.
Luxury brands sometimes use broken sizes as part of their scarcity strategy. But even they invest in personalized fulfillment to keep top customers satisfied.
Q1. What is broken size?
It refers to a situation where certain sizes of a product are sold out, leaving only the less popular sizes available.
Q2. How is it different from out-of-stock?
Out-of-stock means nothing is left. "Broken size" means only part of the size range is gone.
Q3. Which industries face it most?
Fashion, footwear, and apparel suffer the most, but sports gear and home goods also encounter this issue.
Q4. How does it affect loyalty?
Shoppers who can’t locate their size often leave and may not return.
Q5. Can AI solve it?
AI helps predict demand, but results depend on how agile the supply chain is.
Q6. Why is it an opportunity?
Solving broken sizing improves efficiency, customer trust, and brand leadership.
For too long, broken size has been considered an operational nuisance. In truth, it’s a chance to stand out.
Retailers who use AI, analytics, and agile supply chains will cut waste and deliver the personalized, reliable shopping experience customers crave. In today’s retail world, winning the battle against broken size means winning the customer.
Source: LinkedIn | RetailDogma
