In American fashion, a typical women's size 8, such as from Land's End, has a 29-inch waist. However, this is not consistent among all clothing lines.
The size of American women has grown more varied, so the sizes for their clothing have shifted. Larger bust, waist and hip measurements have been attached to smaller sizes. This process is referred to as vanity sizing. It is intended to help women feel better about the sizes they wear. Clothing producers hope that smaller sizes encourage shoppers to purchase more items. Sizes also vary a great deal among manufacturers. A shopper finds that she wears different sizes from one brand to the next.