There's a very interesting article on this clothes size business and here are extracts from the article :
"... the Gap is one of a number of major U.S. retailers that have been trying to influence shoppers' sales decisions by offering inflated sizes. Across the country, at stores like DKNY, French Connection, Old Navy and J. Crew,
retailers are giving relatively large clothing a lower, more flattering size label, a practice known in the industry as "vanity sizing.""An informal survey showed that the shopper who buys 34-inch waistband jeans is doomed to be a size 10 if she opts for Calvin Klein--but could be as little as a 6 if she tries the Gap's 'modern fit' flares.
"Vanity sizing is becoming a common practice for retailers, according to Susie Yalof Schwartz, fashion editor for Glamour magazine. "They do it for a reason, and the reason is that
women are vain and want to feel thin, and this is a way to make them feel that way," she said. "It's invigorating to go down a size.""Thin is always considered better than fat, but the reality is that America is getting much larger," she said. "So it's a psychological thing: If you offer women a size 4 they can fit into instead of a size 6, or a 6 instead of an 8, then the chances are they will buy that garment."
Vanity sizing is becoming so widespread that it's creating a vacuum at the lower end of the size range as lower and lower labels are commandeered to serve larger-sized clothes. Dozens of retailers have already adopted a 'size 0' label for clothes that used to be size 2 or 4; some are even turning to 'double 0' labels to cater to their more petite customers.
"I imagine in 10 years time we'll have negative sizes for clothes," Gruber joked.
Get the full article at :
http://jscms.jrn.columbia.edu/cns/2005-04-19/whitford-vanitysizing