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-72%

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-61%

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-53%

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-68%

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-81%

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-20%

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A short history on women's clothing and their sizes.
As the American population has grown more diverse, sizes became even less reliable. Lauren V., 20, a student in Philadelphia, tried MyBestFit when she was shopping last weekend. The consumer steps in a circular booth, fully dressed. MBF currently measures garments from about 50 shops, including Old Navy, Eddie Bauer and Talbots.

Customers then receive a printout of the sizes at each shop that ought to match the consumer best. The retailers pay a fee if they appear in the results, but they can't pay to be included in the results, the rankings are based exclusively on fit. Through the years, many brands have changed measurement in order that a female who formerly wore 12 can now wear 10 or 8, a practice known as Vanity sizing. The scanners are a contemporary solution to an old problem.

The sizing variations are a big contributor to $194 billion in clothing purchases returned in 2010, or more than 8 percent of all clothing purchases, according to the National Retail Federation.

Studying dress sizes in Vogue advertisements from 1922 on, Alaina Zulli, a designer specializing in costume history, found clothing sizes were irregular for decades. A female with a 32 inches Bust could worn a size 14 in Sears 1937 catalog. Plenty of individuals have tried to address these arbitrary sizes. Her marking system divides the bodies of women into 3 forms, straight, hourglass or bottom heavy, and a Fitlogic label carries both the standard size and the shape. Lee did tests in the mid-2000 with producers like Jones Apparel and retailers like Nordstrom.

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