We've all done it. We've worn a size 12 forever, and now it doesn'tt fit. What happened? The answer is simple. The growing obesity rate in the U.S. has made the size you used to wear, too tight. So what do the manufacturers do? In order to keep you happy in a size 12, they do what's called vanity sizing. That's when manufacturers mark clothing with smaller sizes to appeal to customers.
In the 1940's the government, in their infinite wisdom, funded a study attempting to define the average American woman, by measuring thousands of women. The result? Way too many measurements.
In the 1950's the government tried to classify the woman's body yet again. Marilyn Monroe, with her 35 inch bust and 22 inch waist might have worn a size 12 at the time. Today, those same measurements would put her in a size 6.
In the 1970's the government updated its standard again, this time including non-whites and non-military personnel. The hour glass figure is what most women were going for.
But we're all so different. Today, vanity sizing is still prevalent, while many brands (Chicos) use their own catalog sizes. A size 12 dress can vary dramatically according to the manufacturer. The goal is to keep customers happy, and that means to keep the sizes small. We all know it's a game, but there's something about still wearing a size 12 that makes a woman happy. Even though I know I'm fooling no one, it makes me happy!
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