Clothing designers are losing at least 15 per cent in sales because of inaccurate sizing and fit and even more because they don’t offer clothes in a broad enough range of sizes, a long-time advocate for a national sizing standard claims.
Why are they doing it? We notice that at our place, many labels have sizes over or under. My boss says it’s a bit of a con for women that they’ll accept, i.e. if it’s really a 20 but is labelled an 18, they feel better and will buy.
I quickly note it is not her doing – this is the manufacturer doing it.
With men, I’d imagine it is fitting into 34 jeans when it is really 36 or labelled 36 when it is closer to 37 or 38. We’ve had the tape measures out many times and can confirm the sizes are wrong.
And it comes back to the manufacturer’s cynical philosophy:
Melbourne writer Mel Campbell, who will speak at a forum on clothing sizes on Tuesday night as part of Melbourne Spring Fashion Week, says many designers only cater for a small range of sizes because it makes good business sense.
“Clothing manufacturers really take note of what their best-selling sizes are and they always make sure their medium size accords to what they sell best,” says the author of Out of Shape: Debunking Myths about Fashion and Fit.
“It’s not like they’re trying to exclude particular unwanted customers who they think will look bad in their clothes,” says Ms Campbell. “It’s just that if they make these bigger or smaller clothes to suit these people they’re not going to sell them.”
While business is business, the whole scam with sizes is worrying, along with the failure to stock enough of the middling sizes – not the manufacturer’s fault in this case but the store’s. We have this all the time – if something really good is still on the shelves, odds are it’s an outsize, lower or upper.
I wear 42 in a jacket, large to XL in a shirt [depending again on manufacturer's vagueness] but my Le Coq Sportif light jacket is an S. It’s no S – there’s bags of room in there. I’d like to wear 34 jeans, once did manage 33 in Russia when with GF but am more naturally 36 over here.
These are the sorts of sizes which, if they appear in our store, go very quickly. Whyever do suppliers not provide more of the middling?
Filed under: Society & human issues