From Stout to Plus: Identifying the Evolution of Apparel Sizing for Larger Consumers from 1913 to 1993

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2013-01-01
Authors
Daniels, Mary Katherine
Ulrich, Pamela
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Abstract

Ongoing discourse regarding women’s apparel sizing standards, or lack thereof, reflects a collective sense of confusion both within industry and amongst consumers (DesMarteau, 2000; Kennedy, 2009; Schofield & LaBat, 2005). This confusion over sizing has been shown to lead to consumer frustrations with the fit of clothing, with plus size consumers experiencing a great amount of difficulty (Petrov & Ashdown, 2012). Issues of apparel sizing and fit and a plus size market are not a recent phenomenon. However, discourse regarding demographic trends that contribute to this growing segment has become increasingly pertinent in recent years.

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