preface: you may want to read before the “episode 1”, MySize saga: How Plus-Size fashion market is changing the industry, “episode 2” MySize saga- episode 2: Petite doesn’t mean skinny

MySize saga- episode 3: MY SIZE

As anyone will verify, selecting the right clothes can be confusing. Especially when your sizes don’t match the “regular” ones.  Sizes seem to be different among different manufacturers, designers and retailers. For example, a woman might wear a size 10 in Brand X, but a 6 in Brand Y. That turns into confusion for consumers, manufacturers and retailers as for the ‘true’ size of clothing.

The global fashion industry is facing problems. What petite and plus size women share is that neither is hardly a scale version of standard size clothing. Instead, they are each specialized creations, made using different pattern blocks and different fit models.

Petite clothing isn’t just regular-size clothing with shorter hems and sleeves, and plus clothing isn’t just a bigger cut of a standard size.

In both cases, potentially fit-wrecking pattern details like the knee break, the armistice, pocket placement, torso length, waist-hip ratio, and shoulder breadth have to be re-viewed. Buttons, belts, pockets, and any other final touches should be sized proportionally. The height of the prints on the fabrics should be adapted, so that petite women aren’t swimming in giant florals, and those of us who are heavier aren’t wrapped in dinky blooms. Petite women, it bears pointing out, face a lot of the same issues as plus-size women do when shopping for clothes.

The debate over sizing is an emotional one, especially right now,

when so many shoppers are rejecting labels of all kinds, from sexual orientation to gender to, yes, size.

For decades, major retailers have generally catered to one (white, slim) consumer even as America has gotten more diverse. Now shoppers are pushing back. They’re turning away from stores like Victoria’s Secret that market a single way to be sexy. They’re demanding that mass-market chains like Forever 21 carry a wider range of sizes in-store. Even celebrities, like Beyoncé and Melissa McCarthy, are calling out high-fashion designers for ignoring the millions of women with curvier or shorter figures.

For a dress to look the same on a petite woman, a standard size woman and a plus-size woman — for them to hit at the same place on each woman’s leg, for the waist to sit at the appropriate height, for the neckline to flatter but not overexpose, for the pockets to be useful, easily reached, and neither too small nor too big — requires, in effect, three totally different paper patterns. But if your dress is customized, there should be no problem with uneven sleeves or pockets, nor will the designer have pattern problems.

Because that’s what consumers are now seeking, more personalized goods. They’re willing to wait for their personalized products to be produced, they expect more quality and are more open for technology into art and fashion.

With technology tools of today, companies can measure what each consumer wants and needs and can link their processes to provide it. With this, they can offer made-to-measure standards sizing systems, which will become relevant for a huge part of customers as they are replaced by each individual customers’ size and fit data instead; and the anachronistic notion of seasonal collections in today’s global market can be replaced by products designed for specific customers – covering all their individual specific needs. Brand designs can consider and cater to the needs and tastes of specific customers rather than catering to an entire market segment – making room for services that cater to this idea of a ‘customer segment of one’.

It is apparent that there may soon be a need for a more sustainable operational model for the whole Fashion System, where individual customers can buy unique, highly and easily customized products, produced just-in-time or produced in a more general way from companies that offer on demand manufacturing

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This is where ELSE Corp can be integrated into environment and bring the fresh air named #MySize.

With the Virtual Boutiques, they can provide the exceptional experience these plus-size fashion lovers look for. The opportunities technology brings the last few years, opened a lot of doors. And it will even increase. With their guidance and support, they enable the luxury brands, that every style icon looks for, to provide Made-to-Order and Made-to-Measure products. Forget about the XXXSize, think of #MySize!

If your measurements are being taken, your item will fit perfectly. Which brings us to the conclusion, you don’t have to have a slim model figure to look good!

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