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Large? Clothing sizes and size labeling

image of Large? Clothing sizes and size labeling

This report examines the relationship between the clothing sizes and the size labeling given in the garments, and how the consumers experience it. The research is based on three different sources: a consumer survey, clothing size measurements in shops and in-depth interviews. The data is collected from three Nordic Countries; Finland, Norway, and Sweden. The size measurement results and the survey answers indicate that sizing systems are confusing and full of disparities. The European committee for standardization is developing a common European size code for garments, but they have experienced problems in reaching a system that indicates the sizes accurately, but still does not get too long and complicated for the consumers to understand or for the manufactures to use. A common and well-functioning size labeling system would be an advantage to many consumers, in particular to groups who find the size labeling insufficient, and for the consumers that are not able to try on clothes in the stores themselves. We also hope that a better understanding of the relationship between bodies, clothes and size labeling will be useful in future discussions, due to the growing focus on body and dieting, as well as the increased weight of the population. And finally, a diminishing number of mistake purchases will be beneficial for the environment as it decreases the disposal of textiles. The authors are Kirsi Laitala, Benedicte Hauge and Ingun Grimstad Klepp from Norwegian National Institute for Consumer Research (SIFO)

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Summary

Are sizes different between clothes that are labeled with the same size code? Or are there differences in size labeling between clothes that are actually of identical size? Or could these just be myths? This report investigates the relationship between size labeling and clothing sizes with three different research methods. The first method is clothing size measurements in stores in Norway, Sweden and Finland, which contribute with information about the relationship between size codes and clothing measures. The second method is a consumer survey, which gives information about the relation between clothes, body and labeling, as the consumers see it. As a third method, qualitative interviews were conducted in order to get more in-depth data than what the web survey could give.

English

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