1. Attempts to standardize body sizes failed (obviously).

2. Manufacturers were left to define sizes as they saw fit.

3. They put smaller size labels on clothes to flatter shoppers (“Vanity Sizing”).

4. That’s why clothing sizes differ among brands.

160401_Vanity Sizing

<Photo via Racked.com>

This wouldn’t be a problem if everyone knew their exact body size, but not many people do.

We need an easier, smarter way to measure size.