It’s no secret that America has a problem with over-consumption and defacto obesity. As our serving sizes increase so does everything else…except our wallets. When the portion sizes at your favorite restaurant, diner, or food truck increase, your stomach size increases to compensate for the amount of food you intake. Consequently over time as your portion tolerance increases so does your waistline. In recent decades we have seen the effects on a macro level; as a nation we are getting bigger, and not in a good way.
The changes to our serving sizes have resulted in changes to our average body measurements. We as a nation are becoming more and more rotund. Our waistlines are expanding, but the desire to be “thin” or “in shape” is not. Retailers and marketers are not in the dark about these two FACTS. While most clothing lines and brands continue to use rail-thin or lean models to show off their products, they are changing what appears in the stores. The sizing has been adjusted to suit the American desire to be thin while still accommodating the expanding American body. Sure, when you look at a tag you will still see traditional sizes S, M, L, etc. but these sizes today are larger than the same sizes as early as ten years ago. Anyone who still owns clothes from 10-15 years ago can testify to this. Also if you go online to any international retailer or brand and attempt to buy something, you have to select a size. When you look at the sizing charts you will notice that American sizes are much different from European sizes. A small here is likely medium there. The clothing industry is cheating American consumers into thinking that despite the 10-20 pounds they have gained in the past few years, they are still the same size they were 5-10 years ago.
The clothing industry along with the food industry is doing serious damage to the health of the average American. While, many people would claim that the clothing industry is not nearly as bad as the food industry because they are not directly contributing to the perpetual growth of the American waistband, but they are certainly pulling the wool over our eyes…quite literally.
So what can you do?
Look closer at the sizing charts of products. Start comparing the sizes of your clothes from various retailers as well as clothing from the same retailer in the past and now.
When you buy something in a store, go home, look that product up online, seek out the sizing chart and see what measurements correspond to that size. Are those your “normal” (or previous) measurements?
Keep track of your measurements and your sizing at different stores and brands!