Ever hate going into a store, finding that perfect “must have,” grabbing your normal size and heading off to the fitting room only to find it’s too small? I think most women have felt that sense of dismay, quickly followed by a vicious onslaught of self-criticism. If you haven’t, count your blessings and brace yourself because – get this- clothing manufacturers DESIGN this situation to happen.
Shortly after World War Two, with consumerism reaching dizzying heights in the US, marketing analysts quickly found that the more time someone spent in a store, the more likely they were to purchase something. The underlying psychology goes something like this: the more time we spend in a store, the more likely we are to want to buy something to justify the time expended in the hunt. It makes sense, right? Who wants to feverishly shop for hours and leave empty handed?
Armed with this knowledge, retailers did all they could to ensure that we spent as much time as possible shopping. One of their tricks was to deliberately change the sizing on women’s clothing so that it was no longer standardized. A size 10 was no longer a size 10 across the board – it might be an 8 in one brand, a 12 in another and so forth. And, so, women were forced to hunt out their correct size, thereby spending more time shopping and achieving the end goal of the retailer – more sales.
What was good for the retailer is inevitably bad for our self-esteem. Companies know the effect this wide variance in size has on how we view ourselves and they capitalize on it. Old Navy, for example tends to run quite large, so women can wear a size or two smaller than normal and feel a bit more confident and cheerful – something that’s very much in line with Old Navy’s branding.
Companies like Abercrombie & Fitch take a much different approach. They purposely skew their sizes to be very small thereby adding to their brand’s exclusivity. As if $88 sweatshirts didn’t make them exclusive enough; but I digress.
No industry is more notorious for their skewed size charts than the wedding and formal industry. Habitually, stores like David’s Bridal run two sizes smaller than normal clothing, quickly leaving brides-to-be and bridesmaids in full freak out mode. And who could blame them? Who wants to buy a dress that makes you feel like a cow merely because of the number on the tag?
Well, we for one don’t – and we don’t want our customers to feel that way either. So, we are happy to announce that all of Virtuous Prom’s dresses, save a few, are now only available to order with custom measurements. That’s right, for no extra charge your dress will no longer be a size number – it will be a size you! Because you are be-you-ti-ful and we hope you never let anyone make you feel otherwise!