“Universal Standard has been growing about 60% year-over-year for the past couple of years, and we hope to be on a similar trend going forward,” shares Universal Standard co-founder and CEO,
Next, Universal Standard radically altered their size curve, placing a size 18 as the brand’s true medium. “We centered our size curve to reflect the average woman in the US, who is a size 18,” says Veksler. “So we completely changed the way that the fashion industry has traditionally looked at the size curve. By treating the size 18 as a true size medium we’ve been able to perfect fit and sizing. Traditionally a size medium has been a size 6 or 8.
“We centered our business to reflect the reality of the world as it exists,” says Veksler. “When you do that you’re able to overcome some of the many hurdles.” Further, explains Veksler, most direct-to-consumer brands tend to focus on top-line growth and customer acquisition. Universal Standard focuses on customer loyalty through perfecting fit, quality, and design. “We've been able to garner customer loyalty that is north of a 70% repeat rate. We also have low single-digit return rates, which is pretty unique in apparel and that’s because of our laser focus on fit and not relying on grading rules.
As for the fashion industry as a whole, Veksler predicts it is only moving in the direction of size inclusivity. “There may be some stumbling blocks, but I think brands will benefit in the long term if they do this.” For Universal Standard those stumbling blocks have included things like issues with factories, pattern makers that lack knowledge about double-digit sizes, looms that weren’t designed to make larger sizes, and issues with garment yield. What sets Universal Standard apart, says Veksler, is their willingness to stick with it. “It might be difficult right now, but making that investment will only make you more successful down the road.
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