Degrees of Zero

This week something magical occurred.  My clothes were suddenly - too BIG!  So, I went to that canvas bag under my bed that holds the "clothes that do not currently fit" & hauled it out.  Sure enough, some of those clothes have been called back into duty.  I can only say, "Yippee!"


Among the clothes lying slumbering under my bad are relics that reach back into the early '90's.  Having clothes that old illustrates something I have always believed - that someone is changing the sizes of women's clothes!   "Vanity sizing" they call it.


Do they think we are stupid?


I have a nice pair of black pants from 1992.  As I was busy trying on all these hibernating clothes, I noticed that I have travelled from a size 14 to a tight size 10 in clothes purchased in the last decade.  When I tried to put on this old pair of black pants I couldn't even get close to being able to button them.  "Ah," I thought, "must be a size 8."  So I put them back in the bag - but out of curiosity I quickly checked the label.  What size do you think it was?  It was a size 12!!


So, today's size 8 seems to be yesterdays size 12.  Hmmm.  They DO think we are stupid!


I mean really - vanity sizing?!  Someone in the clothing industry back in the 90's was saying:


"You know, John, America's women are getting larger.  My Women's Department is noticing quite an increase in the purchasing of sizes 18, 20 & 22.  Have you noticed that in your stores?"
"We sure have, Stan.  Not only THAT, but have you also noticed that sizes above 22 are left hanging on the rack?  Women just don't want to admit that they need clothes that large!  They seem to be too embarrassed to take them to the checkout line."
"Ah," said Stan, "I hadn't thought of that.  A man would never let that be a concern.  Women, tho..."
"Yes, women!  They are not logical.  Plus, we know there ARE women out there over size 22.  What I want to know is what are they wearing if they are not buying clothes in their sizes?"
"Good question, John.  But I think you might get together with your House-wear Department for that answer.  We have seen a high demand on our 48" X 48" tablecloths..."
"Stan!  You don't really think..."
"I'm not thinking anything, John.  But it is a strange coincidence, you have to admit."
"What we need, Stan, is a way to get these woman to buy these clothes.  Maybe  a covered checkout stand, like a voting booth, you know, where a woman can check out in privacy."
"Right - & no one will notice her size as she waddles away from the register."  Stan said sarcastically.
"I know, I know!"  said John.  "But remember, women don't think like us!"
"Actually, John, MY company has a better plan.  We think we should just CHANGE all the labels!"
"Change the labels?  How?"
"By changing the sizes!  Think of this - if we drop a size 26 to a size 22, it will now fall into the range of what women feel is acceptable size-purchasing.  Now a size 26 woman will be PROUD to shop - because look, she is now two sizes smaller!  She will think she has lost weight!  She will probably buy even more items than she had planned on because she will be ready to show off her weight loss!"
"What weight loss??   She hasn't lost any weight!"  John demanded emphatically.
"Your point?"
"Well, Stan - you can't just change the labels.  American women are not stupid!  They will know what we have done!"
"And?"
"And what?
"And they will THANK us for it, John!  Think of the masses of satisfied women.  Today a size 12; tomorrow a size 8!  What woman wouldn't be happy about that?"
"But it's just a NUMBER, Stan.  It's not like they will look any different!"
"THEY won't know it.  They will FEEL like they look different - that's all that matters.  You may as well surrender, John, it's the way the industry is going.  In 15 years we can do it again - those woman are going to keep getting larger & larger & it is up to US to keep them feeling smaller & smaller!  Besides,"  Stan paused, "Your objections are based on a fallacy."
"Really?"  said John, "What fallacy is that?"
"That American women aren't stupid.  European women, now that's another story - we could never get away with something like this in Europe..."


Why would American women fall for such things?  Do we really look down at our rolls of fat & imagine that we are slim as long as we shop at Chicos?  (Chicos, by the way, has developed a whole new take on sizing.  Their largest size is a 4.5 - which equates with a size 22.  (Now is that an 'old' size 22 or a 'new' size 22?  Beats me!))


After a few more 'vanity sizing' changes we will ALL be a size zero - just different degrees of zero, I suppose, to accommodate the myriad of different size zero's that will be walking around the country. 


Maybe the clothing industry is right - maybe we ARE stupid!  Better go out & shop for clothes now, because when we are all a size zero it is going to be much more difficult to find our size...