Size Does Matter
By tsufit on Jul 19, 2008 in About the Author, Innovation, Marketing

Just got back from Dallas. Did a booksigning in the Dallas Airport, all very exciting. Met a real estate agent at a conference who made Audrey Hepburn look like a shlump. I’m talking fresh as a daisy at all hours of the day or night. When I asked her secret, she whispered “Ann Taylor”.
Now, I’m not an Ann Taylor girl, far from it, me in my Guatamalan belts and thrift store Thai silk treasures. But I trekked in the 103 degree heat (by bus yet; I live a life of glamour) to not one but two Ann Taylor shops seeking the elusive crisp cool cotton I wash floors in this and still look like Grace Kelly blouse from the 50’s.
Didn’t find exactly what I was looking for but I found something better.
The shmate (clothing) business has hit on the greatest marketing innovation since ending prices in .99 . You take a woman who has bought size 10 or 12 all her life and tell her she’s a 2! I gotta admit, I fell for it and here’s the label to prove it. When I was a kid, the smallest size was 5/6. Now it’s a zero! What exactly are we telling women who buy a zero? What are we telling women for whom a zero is too big? And why are my feet still the same size they always were?
Who cares? The size 2 is hanging in my closet and as soon as I can figure out a way to attach the size label to the outside, I’ll wear it.










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