Communicating size and fit through size labels and charts

The primary way most clothing brands communicate size information is through a size label. This works in most retail settings. Online (and print catalog) clothes shopping adds the benefit of including an easy to use, sometimes interactive size chart. Additional instructions on how to measure yourself is also helpful.

A pictogram showing body
dimensions for a specific size.

None of these solutions are completely fool proof. First, the manufacturer interprets and adapts measurement data to meet the needs of their identified customer. This means they have created and implemented a size system in anticipation of what their customer wants. But a customer may want something to be closer/looser fitting, and shorter/longer lengths than the manufacturer. How does one balance size and fit for a diverse population with ever shifting expectations?

The current trend among new fashion companies is to design for a very narrow customer profile. By targeting a very specific customer, the manufacturers can optimize the fit of their brand to their customer. Larger big box brands have to fit a wide range of body shapes and sizes and their clothes will never fit as well as a more exclusive brand. In some cases a manufacturer will modify their sizes for an existing size system, so that they change what a size means for their target market. In other words, a size 8 for one brand will mean something entirely different for another. This is why there is so much variation in the marketplace between brands.

On the surface this sounds like vanity sizing run amok. If manufacturers change the underlying sizes to fit their version of a size, then surely they are deceiving us into believing we are a smaller size than we truly are. Truth in advertising and all that, right?

The problem with only one size standard across brands is that it does not allow for variation. Women in particular have a large variety of body shapes and sizes. Because manufacturers are free to adapt to meet the needs of their customers having multiple versions of a size will allow people to find the version that fits them best. Once they do, and if the styling is right, they will become loyal customers.

The problem comes back to how to communicate that to the customer. As I said at top, providing more information helps the customer to make a more informed choice. And that is the true challenge.

*This blog entry is part of my on going review of Sizing in Clothing, and is a discussion inspired by the article, Communication of sizing and fit by J. Chun. This article goes into a little more depth about how sizes have evolved and what they might mean.

A toddler sizing rant from a frustrated mom

This mom's blog about twins Hannah and Sophie gives another perspective on the children's sizing problem. I feel her frustration, and I can understand because as a pattern maker and designer I have difficulty getting the sizing right too. The comments on that particular entry suggest she start her own business selling clothes that fit.

If she were to start a business selling toddler slim clothes, she would discover the same difficulties as other children's fashion designers. Sizing is a big problem that falls all over the anthropometric map. Adult sizing is rather stable in the sense that adults reach a size and tend to stay there - disregarding weight gain or loss. You can categorize adults into sub-groups with similar body proportions and sizing. You can do that with children too but the sub-groups are transitional. Children grow as they age, changing from one group to the next in progression. Ideally, children's clothing allows for that transition in a smooth fashion. In reality, children will occasionally have clothes that are too short, too long, too wide, etc. It is impossible to accommodate them all because they don't all start from the same place. Genetics and individual circumstances play a big part.



This not offered as an excuse for the industry. Surely some creative DE could provide clothing for Hannah and Sophie that is comfortable and fits well. I suspect that the twins were premature because of TTTS. The girls appear to be thriving and doing well. Children born prematurely are a unique sub-group that falls outside the norms. They tend to be smaller and grow differently than other children. It would be an interesting challenge for someone to come up with a product line to help them. Any one up for it?

Clothing for Children: Chapter 3, part 1

I am going to do a series of posts on Chapter 3 of Clothing for Children because each section deserves its own emphasis. This is perhaps the best chapter in the book. It discusses standards, layettes, diapers, various pieces of clothing, etc.

The first section of the chapter is titled Standards for Infants' Clothing, pages 103-104. Most of the information is still relevant today and designers should keep these things in mind when designing. If you have an opinion or question of how these standards apply today, please leave a comment.

1. A baby's clothes should be made of material that is soft, pliable, and absorbent. Garments worn next to the skin, especially, should not be irritating.

2. The material should be durable, easily laundered, and, whenever possible, it should not require ironing.

3. The clothing should be light in weight but sufficient to keep the body at the normal uniform temperature of 98.6 degrees. The material and garment should both be constructed to allow ventilation.

4. The design of the garments should make them easy to put on and to remove. If you plan to make the garment, the design should be one easy to make.

5. The garments should be comfortable and allow freedom of movement.

6. The clothing should be well constructed with smooth flat seams and have easy simple fastenings.

7. The design, as well as any decoration, should be simple. Trimming should not add to the bulk of the garment. Baby's clothing should be attractive, but this does not depend on elaborateness.

8. The garments should be designed to allow for growth and development of muscles.

9. The garments should be safe.

Most of the standards seem pretty straight forward and practical. You can read my blog entry on Clothing for Children, Chapter 9 for my opinions about standard #7. I am not sure how to take standard #8. Most of the designs I have seen that allow for growth (such as an extra deep hem, tucks, etc), have been ugly. Plus, by the time a child has grown, the garment is worn out. I would like to see a practical solution to allowing for growth.

From a practical stand point, #2 is true for the majority of children's clothing sales. But as your price point moves up, the more likely that your customer may be willing to buy a dry clean or hand wash item. A higher price point customer expects specialty fabrics and they are willing to buy them despite special care. Still, I think higher-end designers tend to go overboard with feather boa trimmings and sparkles. There is a happy medium somewhere.

The point of #3 is that babies need to have their temperature moderated. Not too hot or too cold. It would be easy to assume that babies need to be bundled up all of the time, but it is better to remove or add layers as needed.

Finally, the authors give some sage advice. They suggest buying minimum amounts of clothing before the baby arrives. It is hard to know the size of the baby until born, plus babies grow fast. It is wiser to invest in clothing as needed. At baby showers moms are overwhelmed by lots of clothing sized 0-3M. If you do buy clothing to give, try buying clothes sized 6-12M as that size is mostly overlooked.

Clothing for Children - a book review

I just received a book I requested through inter-library loan called Clothing For Children by Henrietta Mary Thompson and Lucille E. Rea. I had seen used copies of this book on Amazon, but I wanted to peruse a copy before deciding to buy. The book is a college level textbook written from the perspective of Home Economists. It was published in 1949, and contains many attitudes and philosophies from the time.

There are many interesting things in the book, which I hope to share with you. One curious chapter (about 75 pages) is devoted entirely to planning the child's clothing budget. It compares what clothing to buy for each age level, gender, and income level. While the numbers are amusing, it is not really of much interest. Does it matter that an urban family with a yearly income of $500 spent $26 a year on clothing for the WHOLE family? Maybe it does. Some of the numbers are surprising, and perhaps low (comparing a Gen X'er to a Baby Boomer). It certainly demonstrates a completely different attitude toward money and a clothing budget. (BTW, I have no idea how to adjust 1949 dollars for inflation and time, so it would be difficult to have a meaningful discussion anyway). It is safe to say that the modern consumer thinks of clothing as a disposable item. How many modern parents buy clothes allowing for growth? Do we really have hand-me-downs anymore? How many of us throw away clothes with treatable stains or repairable tears? As land fills over flow and raw materials become more expensive, perhaps we need to return to this type of thinking.

Here is a breakdown of the chapters:

1. Clothing and the child - psychological theories mixed with lots of opinions.

2. Planning the child's clothing in relation to the family budget

3. The infant - Standards for infants' clothing, safety & health, and other interesting things.

4. The Creeping Age - Design ideas for toddlers

5. Clothing the preschool child (2-6 years) - interesting section on "made-overs" or using adult clothes to make new clothing for children.

6-7. Clothing for the grade school girl and boy

8. Texture and Design

9. Trimmings and decorative stitches

10. Care and storage

Appendix - Factory methods in home sewing, sewing equipment, and some shortcuts.

I will probably cover chapters 3-5 and the appendix. If there is anything else that looks interesting, or perhaps you would like to know more about, be sure to leave a comment.