Lincolnista the guide to Lincoln, UK.

I think this is because, as you mentioned, if upon finding a garment in a shop that is a size smaller than you thought you were, you would leave the shop feeling extremely pleased with yourself.

The relabelling of items in fashion shops is adapted to try and recreate this feeling. For example, Marks and Spencers might label their clothing a size smaller than it is, so a size 14 would become a 12, a 12 would become a 10, etc. Then all the ladies who go in there and realise they are actually an M&S size 12, leave feeling really pleased and decide that rather than shop around in other shops where they may go back to being a 14, it is worth shopping at M&S more often, to rekindle the feeling of delight, and to then be able to remark that they are a size 12.

I’m pretty sure this is the reason, but I’m not very good at explaining. I think its caught on at most shops now, so they’re all completely crazy with the sizes, some shops have adapted their sizing from already adapted labels in other stores, so the sizes are actually two sizes smaller, etc.

I studied fashion and a “standard” size 12 in fashion is actually an 8.

Hope this helps!
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