May 2009

One Size Doesn't Fit All

Have you ever had the experience of going into a store, trying on a fabulous dress and discovering that you were a size 10 in the previous shop but now - suck it up - you're suddenly a size 14? Trust me, it wasn't the Big Mac.

There is still no standardisation of apparel and shoe sizes. I have talked about this before but admittedly, I do recognise that it's not an issue with a quick fix solution.

Choice, the Australian Consumers Association's magazine, spoke to fashion industry people this week (unfortunately, I was unable to attend due to other commitments) and we all agree that sizes need to be adjusted to cater for the body shapes of today. Sadly, they seem to think that a sizing standard is not the answer. Perhaps, they're worried about upsetting our designers and manufacturers.

It is vital that there is a global standard in clothing and shoe sizes. This isn't just about the emotional issues of not feeling good about trying the bigger size. This isn't just about vanity sizing, where consumers can fit into a smaller size, a ploy by manufacturers to make customers feel good and eventually get the sale.

The lack of a standardisation in sizing results in a great loss of online sales and secondary sales, where in the past a friend could purchase a top on your behalf, now it's almost impossible. This doesn't benefit the consumer nor the manufacturer. We need accurate clothing and shoe sizing information for consumer trust, faster production and to make life simple. Imagine this world with consumer products that have no standards. Just think about it. How would you feel if you bought A4 paper for your printer, took it home and found out that it just didn't fit?

Excerpt from MARRIA® Fashion Blog, October 2008:
"There needs to be a global standardisation for apparel and shoe sizes. Manufacturers and fashion houses should not be permitted to have their own interpretations. This stunts the growth of the fashion industry. Companies still fail to understand that sales suffer a great deal, as well as emotions. Consumers are not aware of their sizes as they differ from one label to another."

No Mercy for Diane von Furstenberg

Jessica Alba wearing the DVF outfit - Elle Cover US - March 2009

Diane von Furstenberg will allegedly compensate Toronto fashion label, Mercy, for copying a popular jacket from their Spring 2008 collection. The DVF jacket was introduced in spring 2009 (US) and retailed for $1000 as opposed to $300 from the Canadian label. It became popular after Jessica Alba wore it on the cover of Elle magazine, a look pulled together by Tiffany Port during an episode of "The City". It also appeared in an episode of Gossip Girl. The designers, Jennifer Halchuk and Richard Lyle, gave birth to the Mercy label 15 years ago and have a great reputation for innovation and style. The DVF staff member accused of copying the look was apparently fired.