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Most women would not argue the point that men have it easier.
In shopping for clothes, men are more likely to be able to
obtain a fit that is acceptable, knowing only the waist and
inseam, or neck and sleeve length. For the man buying a suit,
chest size is a starting point, and from there, alterations
are used to accomplish fit. For the portly, another area of
concern is usually met with extra fabric.
For women, profusion means confusion. A size six in jeans may be a size eight in slacks, and a blouse for missy in a given size does not fit the mature woman of the same size. Add to that the profusion of different ranges of size that are accommodated by a single number, and it is no wonder that the female consumer is so exasperated with sizing and fit. Vanity sizing, a trick that some brand owners have played on the American woman for years, is now so well understood, that some of the perceived market advantage has the opposite effect. Women are tired of being told by one brand that they are a size twelve, while another brand offers the same woman a size eight. Which one would you buy? Which one really fits me? Then there is a new scale introduced recently with only a zero, one two or three. How is a person to know what size to start with? How many do I have to try on?
SizeUSA is not an effort to standardize a national size scale. Although vanity sizing is known to be a trick, most women would not accept a numerically larger size without some resistance, and the real risk that brand owners fear, that the customer would find a better fit in another brand of comparable size. No, SizeUSA will not immediately cure the ills that are a part of the everyday problem of shopping for clothes. The benefits will be more gradual, and will start with the manufacturer or brand owner learning from the survey that their customer has changed over the years, and that the size breaks in their individual size scale do not adequately address the needs of a statistical population. Obtaining and using the information that can be gleaned from the SizeUSA data, the manufacturer who develops new products can gradually adjust sizes to meet a greater percentage of the population, and can do so with sizes that are not mysterious to the consumer. By better understanding the body shapes of consumers, as well as the sizes of key points that affect fit and comfort, manufacturers will provide better fitting, more comfortable clothing.
 For manufacturers who utilize the SizeUSA data, and who make improved fit through its use, the “Fit By SizeUSA” logo can be used to identify garments in which the consumer can expect a better fit. Consumers will also notice the improved fit, and will seek clothing with the logo on a label or hang tag. Thus, a better fit will be accomplished over time, and everyone who has struggled with this very daunting problem will enjoy the benefits achieved
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