A recent study published in the International Journal of Fashion Design, Technology, and Education reveals that the average size of an American woman today is between 16 and 18. This finding challenges the previously held belief that the average size was 14, indicating that there has been an increase over the past decade.

The study involved measurements of over 5,500 American women aged 20 and older, using data from the Centers for Disease Control and Prevention. Despite these findings, many retailers continue to categorize sizes above 16 as “plus size,” leaving a significant portion of women underserved by the fashion industry.

For many women, shopping for clothes has become a frustrating experience. The industry’s failure to adapt to the changing sizes of women, both in America and globally, means that the “average woman” often struggles to find clothing that fits. Tina Price-Johnson, 44, who wears a size 16 or 18, shared her frustrations. She has been on medication for a disability for 33 years, which has affected her ability to exercise and manage her weight. Price-Johnson expressed how the lack of suitable clothing options in stores exacerbates her anxiety and clinical depression, especially during difficult times. She also pointed out that the issue extends beyond able-bodied women, noting that stores discriminate against those whose size may be influenced by disabilities.

Research has shown that size does not necessarily equate to health, challenging the common perception that slimmer is always healthier. It is possible to be slim and unwell or to be larger and fit. The researchers behind this study hope that their findings will bring some comfort to women, reassuring them that the average clothing size is larger than previously believed. They also aim to encourage retailers to reconsider what they define as “average” and to make adjustments that better serve a wider range of customers.

The outdated sizing standards in many stores not only alienate millions of women but also likely cost these businesses significant revenue. By failing to keep up with the realities of women’s bodies, retailers are missing out on a substantial customer base, which could have a meaningful impact on their bottom line.