A look at the most common sizes across ten popular mall stores, from The Gap to Ann Taylor LOFT to Forever 21.
You all know the struggle: walking into a dressing room with three different pairs of each style of jeans you want to try on because you’re just not sure, owning things in a range of about four to five different sizes, or pulling on a skirt that normally fits only to discover you couldn’t even zip it over one of your legs.
Shouldn’t we just be able to walk into a store and buy a pair of pants in the same godforsaken size?
I believe so, but my dreams of standardized sizing are apparently foolish in the face of the stores’ propensity to do whatever they please.
That’s because many stores have realized that we as idiot consumers, are more likely to buy something when we discover we’re a smaller size than we thought (it’s called “vanity sizing”).
Since I know I have not lost or gained weight since my junior year of high school, I am acutely aware that no, I am not smaller, this is just a mind game. HA, I’m onto you! But still, we all know it works.
So, to investigate the extent of their psychological manipulation, I went to 10 popular stores and tried on jeans, a shirt (usually a button-down), a dress, a pair of pants, and a skirt. Just so you know, I am 5’4, 135 pounds, and I was going to measure my waist and hips for you but I can’t find a measuring tape anywhere so…sorry about that.
My waist is quite small compared to the bum/thigh region. People are weird about those details, but I don’t mind. I feel like this sizing stuff is useless unless you know it. So buckle up for some selfies and here we go…
Quick Size Reference Table
| Store | Jeans | Pants/Skirts/Dresses | Shirts | Notes |
|---|---|---|---|---|
| American Eagle | 6 | 4-6 | S-M | Jeans run tight |
| J.Crew | 26 (2) | 2-4 | Small | Major vanity sizing |
| Urban Outfitters | 28 | Medium | Small | Consistent sizing |
| Free People | 26-27 | 4-6 | S-M | Oversized styles |
| Madewell | 27 | 4 | S-M | Reliable sizing |
| Gap | 27 | 2-4 | S-XS | Slightly generous |
| Ann Taylor LOFT | – | 2-4P | Small | Vanity sizing |
| Forever 21 | – | S-M | Small | Inconsistent |
| H&M | – | 4-6 | 4-8 | Runs small |
| Banana Republic | 27P | 2-4 | XS-S | Inconsistent fits |
1. American Eagle Size Guide
AE has been the basis of my sizing confusion, especially regarding jeans. I am a 6 in American Eagle skinny stretch jeans, which I love, but in recent years, I’ve realized that this does not translate to other stores. Before I wrote this, I thought I was a 6/28 in jeans across the board (not so).
- Jeans: 6 (and they are tight)
- Shirts: The shirt pictured is a medium purchased when I was feeling that whole “look like you’re wearing your boyfriend’s shirt” thing but in button-downs definitely small. For casual tees and flannels, I prefer medium.
- Dresses: Small
- Skirts: 6, 4 if it’s high-waisted
Sizing Smart Tip: Their stretch jeans are forgiving, so you might size down if between sizes.
2. J.Crew Vanity Sizing Chart Experience
During this experiment, I realized that J.Crew is one of the biggest “vanity sizing” offenders. Obviously, I’m just going to keep shopping there like nothing happened, but it’s definitely something to be aware of. You know those Minnie capri pants everyone owns at least one pair of?
Yeah, I first purchased a 6 because it seemed fine in the store, wore them for a day and realized they were way too big, bought a different color in a 4, wore those for a day and realized they were still too big, and finally, bought a different color in a 2 and that was the correct size. J.Crew pants don’t just run big, they run huge.
- Jeans: 26 (Which equates to a 2. Which is absurd.)
- Pants: 2 / 4 if they’re less stretchy
- Skirts: Just bought this neoprene skirt in a 2
- Dresses: 2 / Small
- Shirts: Small
Sizing Smart Tip: Don’t assume your size, always try one size down here.
3. Urban Outfitters Size Fit Notes
Oh, Urban. As the only store clothing close to Notre Dame’s campus, I bought a disproportionate amount of clothes here over the past four years. I know my sizes without even checking. These are the standby BDG high-waisted jeans that I think I wore every day for a year…
- Jeans: 28
- Skirts / Pants: Medium usually
- Shirts: Small
4. Free People Size Fit Guide
Free People is actually tough to size anything because half of it is so massive and unfitted that you could wear any size and be just fine. But for jeans, I thought they would definitely run small. I tried a 27 boyfriend style and the leg was fine but the waist was way too big.
So when I switched over to skinnies, I tried a 26, barely got them on and when I did, completely cut off my oxygen flow.
- Jeans: Boyfriends 26 / Skinnies 27
- Dresses: 4-6
- Everything else: Doesn’t really matter, but small or medium depending on how far you’re going with the “homeless chic” look
5. Madewell Sizing Experience
I just purchased jeans from Madewell, and they are amazing! Again, not the size I thought I was, but I can usually count on Madewell to be consistent with their sizing.
- Jeans: 27
- Pants / Skirts / Dresses: 4
- Shirts: Small in fitted/button-downs, but I usually get medium in the cotton tees and tanks (the neon tank is a medium)
6. Gap Women’s Clothing Sizes
Gap was actually home to one of my favorite pairs of jeans that I tried on all day, not to mention the ultimate find: the perfect not-too-sheer white T.
- Jeans: 27
- Pants: 4
- Skirts: 2, but 4 if it’s fitted
- Shirts: Small (pictured below), but Extra Small if you’re wearing under a sweater
7. Ann Taylor LOFT Vanity Sizing
Vanity sizing for everyone!
- Pants: 2 / 4P
- Shirts: 2 or small
- Dresses: 2 / 4P
- Skirts: 4P
8. Forever 21 Clothing Fit Differences
Things can get tricky when you’re four different sizes within a single store, but I would put up with almost anything for Forever 21′s prices, so I let it slide. The jeans were just ill-fitting all around. I tried a 27, which was too big in the waist, but way too tight around the ankle.
Pants and skirts were a whole new debacle, as the first skirt I tried on was a small and I literally couldn’t even start the zipper, but then these pants in a medium were…
…somewhat large. Conclusions:
- Jeans: Don’t buy them here unless you are truly stick straight and then by all means!
- Pants / Skirts / Dresses: Medium in any non-stretch or thicker material or more fitted styles, Small in the silky flowy stuff
- Shirts: Usually small, but honestly who the hell knows. Case-by-case testing is required.
9. H&M Size Differences
I feel like H&M is trying to be a very high fashion of late, and their sizing definitely reflects that. Those clothes are teeny. But it can also be confusing because this shirt is a 4….
And this one is an 8:
Yeah, it doesn’t make any sense.
- Pants: Medium / 6
- Skirts: Small/4 for A-line or stretch waists, Medium/6 for pencils
- Dresses: 4 usually, but sometimes they’re real tiny
- Shirts: Anywhere from 4-8 apparently
10. Banana Republic Sizing Inconsistencies
Maybe it’s just that my upper body is relatively smaller than my lower, but some weird things happened at the Banana Republic. I guess I was expecting it, as my mom is always saying how inconsistent their sizing is.
On the one hand, I have skirts from there in 2, but then I tried on this very cool faux leather skirt that fits well in a 4.
I also have several size small shirts from Banana, but this small button-down was way too big. (I know it’s buttoned incorrectly, this is how I pulled it on.)
Jeans: 27P
Pants / Skirts / Dresses: 2 or 4 / Small
Shirts: Extra small, what? / Small
As you can tell, by this point I was ready to never see a mall again.
Suggested Reading: Find your perfect fit in seconds, use our Dress Size Calculator and shop with confidence every time.
FAQ: Women’s Clothing Size Chart Comparison
Why do my sizes change so much from store to store?
Short answer: brands cut for different customers and play with something called vanity sizing. Many labels make the number on the tag smaller than the garment’s actual measurements because people tend to buy more when they think they are a smaller size. There is no single US standard, so fits drift by brand and season.
What is vanity sizing, in plain English?
It is size inflation. A pair of pants that measured as an 8 a decade ago might be labeled a 4 today. It feels good in the fitting room, but it makes online shopping and cross-brand comparisons messy. Studies and retail reporting have tracked this shift across many brands. ScienceDirect
Are some retailers known for sizing large or small?
Patterns exist, even if they change over time. Reporting has flagged LOFT and Old Navy for generous cuts, while Zara often runs snug with slimmer blocks. Readers also swap the same notes in forums, like sizing up from American Eagle to Old Navy, or down at LOFT. Use this as a starting point, then check each product’s measurements.
Do “one size fits most” brands help or hurt?
They simplify inventory, but they rarely fit most bodies. The model excludes many shoppers and fuels frustration around body image. If you like a style, look for community photos and garment measurements before you buy.
How can I figure out my best size online without trying things on?
I do three things: measure myself, compare to the brand’s size chart, then check the garment’s actual measurements if listed. If there is no garment spec, I read recent reviews for fit notes and look for tools like Fit Finder or brand-specific fit help pages. These steps reduce returns a lot.
What measurements matter most for jeans and pants?
Waist, hip, and rise. For straight or slim cuts, the hip and rise can change the whole feel even when the waist is “right.” When I am between sizes, I look at fabric stretch and the hip measurement to decide. Research that mapped dozens of brands found major variance in these points, which is why your usual number can swing.
Why do petite, tall, and curvy lines fit better for some bodies?
These lines change the pattern proportions, not just length. Curvy denim adds room at hip and thigh with a smaller waist. Petite and tall adjust rise, knee placement, and sleeve length so seams land where they should. Shoppers consistently report better luck when they match cut to body type.
Is there any movement toward standardized sizing?
There have been past attempts and academic proposals, but no universal standard has stuck for fashion retail. Brands keep flexibility to design for their customer and marketing goals, which is why I still bring two sizes into the fitting room.
Are luxury brands more consistent?
Not really. Some luxury houses historically cut smaller, while many mid-market chains cut larger. Inclusivity is improving in places, but coverage is still uneven and size blocks vary by label. Treat each brand as its own sizing universe.
What is the smartest return policy strategy?
Before I click buy, I check return windows, restocking fees, and whether the brand offers free returns or local drop-offs. For new-to-me labels, I order two sizes when shipping and returns are free, then keep the better fit. This is the least stressful path with today’s sizing spread.
Why This Store Size Comparison Matters
This little experiment shows just how wildly women’s clothing sizes can vary. Whether you’re shopping for jeans, dresses, or tops, using a store size chart comparison can save you time, returns, and frustration.
I’d love to crowdsource more info, share your height, body type, and what sizes you wear at different stores in the comments. The more people who join in, the better we can decode this sizing madness together.
- About the Author
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Iskra Banović is our seasoned Editor-in-Chief at Blufashion. She has been steering the website’s content and editorial direction since 2018. With a rich background in fashion design, Iskra’s expertise spans across fashion, interior design, beauty, lifestyle, travel, and culture.
