Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Size Obsession

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Size Obsession

Article excerpt

A friend of mine recently was bragging about how she now wears a size two. As I was congratulating her on her achievement (without rolling my eyes), I began to wonder why women are so obsessed with their clothing size. We certainly don't brag about our salaries, ages, or real weight the way we do our clothing size.

The media certainly fuels this obsession. Now, in the middle of summer, it seems as if every magazine is touting ways to look fabulous in a bikini or to lose weight.

Yet, don't women know that clothing size is solely a marketing gimmick? One that varies widely depending on the retailer. A person can be a size six at the Gap, a size two at Banana Republic, and a 12 at Top Shop. (A person has got to love those European sizing charts).

As a marketing tool, U.S. sizing charts are undeniable effective. Numerous research studies suggest that women are more likely to purchase an item she tries on, and with no universal sizes, she must try on everything. …

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