I will never claim to understand the size of women’s clothes, but I know they are wildly inconsistent from brand to brand and that there has been the opposite of size inflation over the years. Bigger clothes now carry small sizes. I do understand the psychology of making women feel better about themselves with a smaller size. That encourages them to buy the item.
But in a crazy “shrinking the sizes” exercise, a sales clerk at one retailer explained their sizes as follows: Size O is small and is sizes 4-6. Size 1 is medium and those are sizes 8-10. Size 2 is large and that’s sizes 12-14. So at this particular retailer a woman who wears a size 12 wears a size 2. She’s going to buy that size all day long.