This outdated approach to sizing creates difficulties for many women, especially those who wear sizes 16 or 18. Many stores haven’t adjusted to the evolving body sizes of women in the U.S. and around the world, leading to frustration for shoppers.

For example, Tina Price-Johnson, a 44-year-old woman who wears a size 16 or 18, shared her struggles with finding clothes that fit her properly. Due to a disability, she has been on medication for 33 years, which has impacted her ability to exercise and lose weight. As a result, she finds shopping for clothes particularly challenging.

Tina expressed how much she dislikes clothes shopping because it often leads to feelings of anxiety and worsens her clinical depression. She pointed out that clothing stores not only fail to cater to women of her size but also discriminate against disabled people whose size may be related to their disability. Unfortunately, Tina’s experience is not unique—millions of women feel let down by stores that do not accommodate their needs.

The study also highlighted that size does not necessarily determine a person’s health. Some people can be slim and unhealthy, while others might be larger but fit. The researchers behind this study hope that their findings will bring relief to women by revealing that the average clothing size is larger than many might have thought. They also hope that their research will encourage retailers to rethink their sizing practices and recognize that the average woman’s body has changed.

Failing to update sizing standards not only alienates millions of women but also likely results in significant financial losses for businesses. Stores that continue to use outdated sizing methods miss out on opportunities to serve a large segment of the population, potentially losing millions of dollars in sales. The researchers hope their study will prompt a change in the retail industry and lead to a more inclusive approach to clothing sizes.