This is a problem familiar to many women, as has never been very standard standard sizing, since custom clothing have given way to ready-to-wear.
Thus, surprised women wear the garment even logs in different sizes in the locker room. They order multiple sizes of the same shirt online, has just the right person.
Now, a handful of companies are tackling the problem of sizes which are not reliable. Some grow more informative labels. Some are the design of multiple versions of a garment to adapt to different forms. And offer full body scans at shopping malls, telling a shopper what sizes it should try different brands.
"For the consumer to go out and navigation that can I match with is a huge challenge and causes frustration and returns, said Tanya Shaw, a contractor working on a system of adjustment." "So many women bind self-esteem of size on the tag".
While the U.S. population has become more diversified, sizes have become even less reliable. Over the years, many brands have changed the measures so that a woman who has already brought a 12 can now wear a 10 or a 8, a practice called "vanity sizing.
Clothing for men, the dimensions are usually reported in inches; women's clothing means more speculation.
Take a woman with a size of 27 inches. Online top range of Marc Jacobs, it is between 8 and 10. At Chico, it is a triple 0. And which does not take into account if the garment is part of the hips and bust. (Let's not get length; there is a reason that dry cleaners district most also offer adapt).
Ms. Shaw, the contractor, is Chief Executive of a company called MyBestFit which deals with the problem. It sets up kiosks in malls to provide an analysis of the 20 free seconds - as much airport body, less alternative palpation providing a.h.t. agents.
Lauren VanBrackle, 20, a student in Philadelphia, tried to MyBestFit when she was shopping last weekend.
She said "I can be anywhere from 0 to Ann Taylor for a 6 to American Eagle,". "Obviously makes difficult to shop." This time, the scanner has suggested to American Eagle, it should try a 4 in a style and a 6 in another. Ms. VanBrackle said she tried jeans and was impressed: "this machine, in an analysis of 30 seconds, it tells you what to do."
The stages of the customer in a circular booth, fully dressed. A wand tourne autour d'elle, emitting low power radio waves that record approximately 200 000 measurements, to find such things as the circumference of the thigh.
Then, the system corresponds to clothing client measures in its database. MyBestFit currently measures approximately 50 stores clothing, including Old Navy, Eddie Bauer, and Talbots.
Clients then receive a printed size at each store which was to adapt the customer better. Retailers pay a fee when they appear in the results, but they may not pay to be included in the results. the rankings are based only on adjustment. (The company saves the data, with the identification numbers, but not names, and can give information aggregated to retailers as comments).
Don Thomas, who manages the store Eddie Bauer to the King of Prussia Mall outside Philadelphia, said that the system is useful to buyers. "Nine times of 10, if left on their own, they choose the incorrect format pants," he said. With a printed, "if she says that they a 4 or 6, they are a 4 or 6, generally." It is really good for the client who lack the time, we are all. ?
Ms. Shaw has said there are plans for scanning machines is more 13 shopping centres along the coast and California at the end of the year.
Design changes are a big contributor 194 billion dollars in purchases of clothing is back in 2010, or more than 8 percent of all clothing purchases, according to the National Retail Federation.
Scanners are a modern solution to an old problem. Study the dress sizes in advertisements of the Vogue of Alaina Zulli, 1922, a designer with emphasis on the history of costume, found clothing sizes have been illegal for decades.
A woman with a bust of 32-inch would have been a size 14 in 1937 of Sears catalog. In 1967, it would have been an 8, Ms. Zulli found.
Today, it could be a zero.
Many people have tried to resolve these arbitrary sizes. Advocating a system of labelling called Fitlogic over the past few years, a contractor, Cricket Lee, discovered just how much it is difficult to change the approach of the size manufacturers.
Its labelling system divides the female in three shapes, lines, an hourglass or bottom-heavy body, and a door Fitlogic label standard size and shape.
Ms. Lee has made tests in the mid-2000s with as Jones Apparel manufacturers and retailers such as Nordstrom. But retailers said consumers had difficulty to grasp the concept. "Manufacturers were so afraid of produce more than an adjustment in the beginning", she said.
Still, she says, she will soon be trying to sell the sizing system once again.
Some brands take their own approaches to less demoralizing fitting place. Mary Alderete, Vice President global marketing of women in Levi, said: "when trying to ten pairs of jeans to buy one, the reason for which you feel bad because you think that something is wrong with you."
Last fall, the company has introduced Curve ID, is a line that offers three styles, depending on how rounded back women - light, a half or fat. (Levi is now put to the test a fourth style, called curve Supreme). Each of the three styles includes approximately 29 fits and colors and dozens of sizes. Ms. Alderete, said that the company had sold over a million pairs of jeans a curve.
Marie-Eve Faust, the program director of merchandising from the fashion at the University of Philadelphia, called the Levi effort "a good start."
"The next step is to have major actors sit together, manufacturers, retailers, brands and the so-called ' this type of label must be adapted for us all.". We will standardize,' "she says."
Doctor Faust, stated that she had discussed a new type of tag that takes into account the shape of the wearer, but retailers expected setae.
Still, said Doctor Faust, the change is necessary.
"It would be nice just to take pants, look at the label and say, ' which should match me'", she said.
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