From Stout to Plus: Identifying the Evolution of Apparel Sizing for Larger Consumers from
1913 to 1993
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Ongoing discourse regarding women’s apparel sizing standards, or lack thereof, reflects a collective sense of confusion both within industry and amongst consumers (DesMarteau, 2000; Kennedy, 2009; Schofield & LaBat, 2005). This confusion over sizing has been shown to lead to consumer frustrations with the fit of clothing, with plus size consumers experiencing a great amount of difficulty (Petrov & Ashdown, 2012). Issues of apparel sizing and fit and a plus size market are not a recent phenomenon. However, discourse regarding demographic trends that contribute to this growing segment has become increasingly pertinent in recent years.