Tuesday, June 28, 2011

Shopping for women's clothes in the US

Shopping for women's clothing in America is complicated business. There is a whole range of sizes to choose from. To make it a more challenging, the same size in two different stores is likely to mean two completely different things. If you're a non-standard size (extra-short, for example) - is it going to be a long day!


Wikipedia has a sizing charts for men and women.  The men's shirt sizes are based on four simple factors: the chest size, waist size, neckband and shirtsleeve.  This is why Vikram can find and purchase what he needs in less than half an hour. (His being less fussy helps). Vikram doesn't need to try on each size before buying a product.  He can make his purchases online, with minimal hassle. He is a happier customer, since he spends no time agonizing over purchases. Once he has narrowed down his size, he can pick a product based on its features: cloth quality, color, etc.

Men’s sizes
Dimension/size
SMLXL
Chest3436384042444648
Waist2830323436384042
Neckband1414½1515½1616½1717½
Shirt sleeve3232333334343535


Women's sizes, on the other hand, are complex beyond belief. The following seven tables show the corresponding sizing charts for women.

Misses’ sizes
5'5"–5'6" (165–168 cm) tall, average bust, average back
Dimension/size2468101214161820
Bust32-343434353637½3940½4244
Waist22-24½25½26½27½28½3031½3334½36½
Hip33-35½36½37½38½39½4142½4445½47½
Back-waist length14½14¾15½15¾1616¼16½16¾1717¼
Miss petite sizes
5'1"–5'3" (157.5–160 cm) tall, average bust, shorter back
Dimension/size0-2mp4mp6mp8mp10mp12mp14mp16mp
Bust32-343434353637½3940½
Waist21-23½24½25½26½27½2930½32
Hip34-35½36½37½38½39½4142½44
Back-waist length1414½14½14¾1515¼15½15¾
Junior sizes
5'4"–5'5" (162.5–165 cm) tall, higher bust, shorter back
Dimension/size000135791113151718
Bust3031323334353637½39414345
Waist2223242526272829½31333537
Hips3233343536373839½41434547
Back-waist length13¾1414½14¾1515¼15½15¾1616¼16½16¾
Junior petite sizes
5'1" (155 cm) tall, average bust, shorter back
Dimension/size3jp5jp7jp9jp11jp13jp
Bust3334353637½39
Waist2526272829½31
Hip3536373839½41
Back-waist length1414¼14½14¾1515¼
Young junior sizes
5'1"–5'3" (155–160 cm) tall, higher bust, shorter back
Dimension/size5/67/89/1011/1213/1415/16
Bust282930½3233½35
Waist222324252627
Hip313233½3536½38
Back-waist length13½1414½1515⅜15¾
Women’s sizes
5'5"–5'6" (165–168 cm) tall, average bust, average back
Dimension/size38404244464850
Bust42444648505254
Waist35373941½4446½49
Hip44464850525456
Back-waist length17¼17⅜17½17⅝17¾17⅞18

Half-sizes
5'2"–5'3" (157.5–160 cm) tall, lower bust, shorter back
Dimension/size10½12½14½16½18½20½22½24½
Bust3335373941434547
Waist272931333537½4042½
Hip353739414345½4850½
Back-waist length1515¼15½15¾15⅞1616⅛16¼


And that's not all!
  1. There's no guarantee that a petite size 30 from one brand will be the same as a petite size 30 from another.
  2. Even women's sizes within a brand change over time - a phenomenon known as "vanity sizing".  Manufactures want women to feel good that they still fit into a S dress, even though their actual size is a full two units higher, and they should be wearing a L or XL.  In order to fool women into believing that they are size S, the brands relabel the sizes. As a result, a size S in the US might be a size L in Europe.
  3. Large variations in product batches and store stocking means that sometimes a size S for one brand in one store is size M in the same brand in another store.


It is not hard to have standard women's sizing, similar to the men's standard sizing. There are a small number of dimensions along which sizes can be measured. Europe already has a standard labeling for women's sizing.

Americans are stuck because it is hard to change status quo and manufacturers see no obvious benefits to standard sizing. Here are advantages that manufacturers should consider:
  • Standard sizing makes online shopping simpler. E-commerce is growing rapidly. Alienating the online audience is a bad strategy in the long run.
  • Standard sizing reduces in-store returns. Lower returns means higher efficiency and lower cost of stocking products.
  • Standard sizing makes shopping less stressful and more fun. Shoppers are happier with their purchase when they can make choices quickly.
  • Standard sizing saves customers time. They can buy more, instead of agonizing over every product bought.
  • Customers can chose brands for the convenience of standard sizing. It is easier to switch to a brand that carries standard sizing.