Argentinean brands leave out over 60 percent of consumers due to lack of sizes

The problem of clothing sizes has been a topic of discussion in Argentina for years. The lack of sizes in the country is a cultural thing. Many Argentinian stores and brands do not offer sizes 42 and up. They say that they work for ideal women and they have the right to do so. So, that is why 60 to 70 percent of potential buyers can not buy clothes that fit them. Despite the absence of a national law on the matter, there are regulations in some regions and in the city of Buenos Aires.

The "Equality for Women" Foundation has been working on this subject for some time. It has assessed the wording of several laws and is still fighting for ratification of a national law.

Monique Altschul, the foundation's CEO explained that clothing manufacturers, vendors and importers are the biggest problem when it comes to producing laws to regulate sizes and comply with them. "Excuses for not applying these laws are based on the fact that it is not very economical to increase the amount of sizes because it would mean a few centimetres more of cloth but this isn't true and isn't the real reason. When we tell them that they are mistaken and that producing clothes for almost 70 percent of the population is just as costly, they say that brands and designers are actually entitled to produce and design items for the ideal woman. They have told us this many times. It means that image is the focal point."

Working by the law

As established in each region, where the subject of clothing measurements follows regulations, there should be a range of between 8 to 10 sizes, from approximately 38 to 52.

Many brands say that they comply with this but without respecting the true measurements that the items of clothing should have according to their size. "Almost all laws require items of clothing to contain a label with a pictogram showing the woman's body and her bust, waist and hip measurements. This enables a uniform range of sizes to be produced according to IRAM, which is the institute that designates how they must be made", explained Altschul. However, not all companies have started to label their clothes. She also added that, to avoid mistakes from being made, small, medium, large and one-size formats should disappear as they are difficult to measure and may vary according to brand.

As an example of non-compliance with the law, Altschul reminded us of one of the campaigns organised by the foundation a few years ago after having implemented the size law in the Buenos Aires region. "We went to a major shopping centre along with the press. We visited every store in our files asking what sizes they had. We found that they didn't have any sizes above 42 or 44 although they knew that the law existed. Despite being one of the first places to have a law, it was never complied with in full."

Zara

The chain of Spanish origin is present in major cities all over the world. In Argentina, it is one of the few foreign clothing companies with more than one point of sale in the country. Altschul thinks that this brand also fails to comply with the regulations, although it is foreign. "Every time I travel, I visit all stores, especially the ones like Zara which is in many countries. We always find that it is only in Argentina that it fails to comply with the size law. Outside the country, they have larger sizes than here. I think that this brand has a very different image to the one it has in other countries, especially in Argentina. Here, its items are considered refined for a specific type of woman who doesn't want to be seen as one of the rest, whilst in other countries, they are much more democratic", she said.

The future

The Equality for Women Foundation has been working with representatives from several political parties for quite some time to find a solution to the size problem. According to Altschul, it will be difficult for all brands to have all models available in all sizes. However, it will have to get together with the industry's representatives and think of a way of adjusting specific models so that more consumers have access to brands. This will be a challenge already put forward for 2016.