Primary links
Body shapes have changed dramatically over the last 50 years. I remember doing textiles at school and being upset that I measured as a size 12/14 for a dress making pattern. We have got bigger and I don’t just mean wider; we are taller, have larger feet and are generally different in shape.
Women’s waists have increased by eight inches since the 1950s, according to the Daily Mail this week. This isn’t meant to depress you; it just means that the old dress sizes don’t necessarily work for us anymore. That is why plus size fashion retailer Evans has designed a new concept for labelling clothes. Many women might resort to the clever control pants, but shopping for your body shape is also worth baring in mind.
Evans felt it was important to ask the British woman what she wanted and after extensive research, has distinguished the four body shapes that are the most representative of their curves. The body metrics survey of nearly 5,500 women across the UK, was conducted in store and online. From the 4,000 customers that were spoken to in store, 48% fitted into the Apple category, while 28% were Hourglass, 16% Pear and 8% Busty.
Although this terminology has been used within the industry for years, Evans plan to revolutionise the High Street to help women ‘shop by shape’ as well as size. Evans are developing labelling, pattern blocks and customer guides in store and online, to offer modern collections that fit to flatter. In addition an updated staff training programme will be taking place to ensure that the body confidence message is rolled out across all Evans stores.
So what’s your body shape?
Pear
Curvaceous hips and bottom, contrasting with smaller busts and shoulders
Hourglass
Equally proportioned bust and hips with a waist
Apple
Softer and fuller middle with slimmer legs and bottom
Busty
Voluptuous bust with narrower hips and bottom
