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    Clothing size struggle | wbir.com

    Size labels on clothes don’t always match our true size, but brands want you to think otherwise. The concept is known as ‘vanity sizing’. KNOXVILLE, Tenn. — Are you a medium or a small? A size four or double-zero? That answer all depends on where you’re shopping, according to a University of Tennessee professor in retail and consumer science. “Styles are all so different,” Michelle Childs said. “It could be that a retailer wants a particular fit for the style, like a looser fit or a tighter fit and so they modify their sizes based on that.” The concept is  

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