For women, knowing their body measurements is not enough when going shopping, we have to memorize a whole constellation of numbers and figures.

A woman with the 30 inch waist could be a USA size 6, UK size 10, EU size 36, will need to get a waist size 40 at Zara and could be small, medium or large at different brands depending on their individual sizing charts! This isn’t even considering the size ratio variations that can come in based on the bust-waist-hip ratios.

Source: Whimsey Soul
Why is everything so confusing? 

Shopping at a new store can often be like searching for the right safety pin in your mom’s drawers - you are completely overwhelmed and don’t even know where to begin. So we often don’t know what to take to the fitting room and god forbid our body changes for any reason and we now need to rediscover what size we are. 

The problem is certainly harder to solve with covid-19 - since shopping in-store with access to multiple sizes for each style isn’t an option and that just means that most clothing purchases are basically a gamble. Once I had to return a pair of jeans three times, taking me over a month to find the perfect fit! Have now taken to buying the same item in multiple sizes in the same order so I can just do 1 return with everything that didn’t work. (Also seriously thankful to the Logistics Gods for these return and refund services!) 

 love aastey

Source:  Loveis Wise 


Historically there was a universal size chart until big fashion went and decided to take things into their own hands with each brand developing their own systems. 

This was only compounded with developments like vanity sizing and plus sizes. Men’s clothing doesn’t seem to have this issue because most of their items are sold at actual measurement numbers, leading to far less returns in that category as well. Brands have defended this by saying that a “medium” from their company fits an average person in their target audience - meaning that the medium for a teen brand like Forever21 is MUCH smaller than the medium for an elderly brand like Old Navy. However this still doesn’t help women who are now being forced to go through the harrowing journey of which brands “medium” they suit in addition to figuring out everything else for their bodies.

Also, when was the last time you shopped alone for anything? We are known to shop with our cliques! Society often makes fun of us for this but conveniently forget to translate it into business, making some members of every group feel out of place in any store! 

love aastey

Source: Norah Hanako 

Imagine going back in time and creating a chart that is representative of body measurements and having brands cater to call body types? Definitely would have saved us all some psychological damage and made more sales!