![]() And therefor, a medium changes from brand to brand. Some exist only to address the gap in access to fashion for non-White women. Some brands target rich, skinny, White women. Some brands cater to menopausal women whose figures tend to be at their fullest. Some brands cater to young women who outgrew Gap Kids yesterday. The problem is that every brand has a different customer base. (The more you grade away from the reference size, the weirder fit starts to get). You make your medium your “reference” size, and then you grade up and down to make the other 4 sizes. As a brand, you want your best selling size to be a medium, followed by small and large, then extra-small and extra-large. It’s frustrating as hell for customers, but I swear we’re doing it for a reason on the business end. ![]() ![]() As you probably know, sizing isn’t standardized.
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