Multi-region sizing, US wedding norms vs EU vs India (sari) vs ME (abaya). How do you architect?

Sizing systems are not interchangeable across wedding markets:

• US, bridal sizing typically runs 2 sizes smaller than ready-to-wear (a RTW 8 is a bridal 10/12). Standard sizes 0-30W. White dress norm.
• EU, metric sizing (34-58) with country variations (UK 6-30 maps differently than DE/FR/IT). White or ivory dominant; some pastel + colored bridal markets (Spain, Italy).
• India, sari, lehenga, sherwani. Sizing by measurements (blouse + waist + length); no off-the-rack standard sizes. Color: red, pink, gold dominant (white is traditionally mourning color). Multi-event norm (mehndi → sangeet → ceremony → reception, each with different outfit).
• Middle East, abaya, kaftan, kurta. Sizing by length + bust + sleeve. Modesty requirements (full coverage, certain fabric weights). Modesty preview required at PDP. Some destinations (KSA, UAE) require modesty-compliant model imagery.

The Magento architecture: Multi-Source Inventory (MSI) + region-specific store views + region-specific size charts + region-specific PDP model imagery. Same SKU pool where products overlap; region-specific products where they don’t (e.g. lehenga only shows on the IN store view).

Pricing + currency: separate store views per region with appropriate currency (USD, EUR, GBP, INR, AED) and tax treatment (VAT-included in EU, GST-included in IN, tax-excluded in US). Klaviyo segments by store-view-of-origin so the multi-event journey copy adapts to local wedding norms.

Most brands ship the US store first, add EU when GMV hits $1.5M+, add IN/ME at $5M+ when the regional customer base justifies. Don’t over-architect on day 1.