ST. LOUIS — Instead of spending hours in the dressing room with three to four sizes of jeans in various cuts and lengths, it would be nice to have a fool-proof, no-nonsense way to cut through the pile.
In theory, technology could make that very easy. A machine scans your measurements in intricate detail and compares that with a database of measurements on file. It can then definitively state that this is your size.
The problem, however, is that “fit” is perhaps more subjective than a cold, calculating machine can realize. Some people like things tighter here and looser there and so one person’s “this doesn’t fit” is another similarly-sized person’s “this feel great.”
Something needs to be done to combat the rampant, gratuitous and often annoying vanity sizing trend. But a machine can’t tell you if something makes your butt look good.
Sure, it feels great to slip on a size 4 dress, but I know I’m not a size 4. I never think, “Wow, today, I’m thinner.” I am not that deluded, although I’m probably more flattered by it than I care to admit.
The truth is that I’m a size 8 … on a good day. On a not-so-good day, well, enough said.
The problem is that there are no standards for sizing. If one designer feels like their customer prefers a more … ahem … generously sized garment, then so be it. However, it’s a rude awakening when you encounter a line catering to waif-ish figures.
Well, technology to the rescue. Me-ality came to town in June and started with an unveiling at the St. Louis Galleria.
Here’s what our intrepid retail business reporter Kavita Kumar had to say in her Consumer Central column:
“When I got the results, my jaw dropped. I should have definitely sucked in.
“The machine said I should go for two to four (!) sizes larger than I usually wear. Have I been wearing embarrassingly ill-fitting, too-tight clothes all this time?
“Needless to say, I didn’t run out for a fitting.”
Me-Ality, or Measured Reality, is celebrating its official launch at St. Clair Square in Fairview Heights, Ill., on Thursday. The company’s human “size matching experts” demonstrate how the technology works and how it “takes the guess work out of finding your best fit.”
“During the preview phase of Me-Ality, more than 400,000 shoppers across America found their perfect fitting jeans and pants,” said Tanya Shaw, President and CEO of Me-Ality, in a press release. “I’m proud to say that we are now matching shoppers with tops, and more clothing will be added in the coming months.”
Our retail reporter had a different experience, but she said it wasn’t all bad. She managed to soothe her affronted ego with some good old-fashioned retail therapy.
“I went to one of my favorite stores, where ‘Me-Ality’ told me to try on pants two sizes bigger than I normally wear. I picked up a pair in my usual size. To my relief, they fit.”
Of course, she bought those pants.
But no matter what your experience with the Me-Ality machine, guests will be treated to complimentary refreshments and entered into a drawing for a $25 gift certificate. The event is free and open to the public.
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