High-End Designers Turn To 'Alpha-Sizing' (S-M-L)

The most notable irony of clothes shopping seems to be how a woman is hardly ever the same size in two stores whereas a man is nearly always the same size.



For a woman, she has to not only figure out what numerical size she is, such as 2, 8 or 12, but she also needs to know her alpha-based size, which could include small or x-large. To add to the confusion, there are retailers who base their sizing on their home country. For example, when purchasing a bra at London's Victoria Secret location, the sizing is based on American sizing. Then, Zara in the U.S. is based off the European sizing. Remember when there was discussion how Zara may need to enlarge their sizing for the American market?



On the flipside, for much of a man's wardrobe, you need to know the measurements for the waist and inseam, and you have bottoms covered. As for the top, you may need to know a neck measurement but otherwise, most sizes are pretty standard. Well, The Wall Street Journal is now reporting that women's sizing is leaning more and more towards alpha sizing, which is essentially combining numerical sizes together.



In other words, what was once a 6 or 8 may be a small for one company while a 4 or 6 may now be a small for another company.


So, why would companies venture down this path that may just make shopping even more confusing for consumers?

One main reason could be due to cost.



"If I only have to build four sizes instead of eight, my supply chain is going to be much more efficient," stated Ed Gribbin, president of Alvanon Inc., a New York firm that consults on sizing and fit strategy, to The Wall Street Journal. Another reason could be pinpointed to feasibility for consumer shopping. Yes, alpha sizing may actually make shopping easier. "Having five or 6 sizes to choose from [versus 10 or more sizes with numerical sizing], you are more willing to go into that rack, take it into the fitting room, try a couple of sizes on," commented Jodi Bricker, senior vice president of adult apparel and accessories at Old Navy, to The Wall Street Journal.



Additionally, alpha sizing is said to help alleviate consumers' habit of ordering two different sizes where one is then returned and is also thought to help solve the international sizing dilemma. Of course, one major drawback or concern is fit. As one of the perks of numerical sizing is the ability to help ensure a more customized fit. Yet, the founder of Sweaty Betty, Tamara Hill-Norton, debunked that claim from her experience. "It's easier to put your money into getting the small just right."



We want to hear your thoughts. Are you more inclined to purchase something with an alpha size, do you tend to go towards numerical sizing or are you just more concerned with the overall fit?



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