We all have a pretty good idea about our sizes, yet recently, it has become exceedingly hard to know your exact size without trying the item on. In fact, many people wear a range of sizes, not because their weight fluctuates, but because many brands use different measurements for their sizes.
Retailers are intentionally labeling sizes to be smaller than they actually are. For example, a woman who used to wear 2 now finds herself wearing a smaller size. The important thing here is that her actual size didn’t change over time, just the size that she has to wear. A couple of years later, she may find that the perfect size for her is actually a double zero “00.” To accommodate for their manipulation of the size system, many brands had to add smaller sizes into their range.
Even menswear, where the measurement is not subjective, still show variations. For example, a pair of khaki pants with a label that says 32 inches (for the waist) will also range a couple of inches above the actual 32 inches.
What this does to the consumer’s mind and emotion is gold for retailers. Believing that they have actually lost weight, or convincing them that they haven’t gained as much weight as they believed will boost their self-confidence and make themselves feel good enough to make the purchase.
(Image via Flickr)