>Like, why doesn't the market solve for this? If the median woman can't buy clothing that fits in many brands, surely that's a huge marketing opportunity for any of the thousands of other clothing brands?

Because

- in reality it's not much of a problem. Billions of women manage to buy and wear clothes just fine. Some might fit slightly better or worse, but unless you have very special body shape (and even extreme thick/overweight/tall/short are covered by niche brands) you can get in any clothes store and get plenty of clothes to wear

- some random brand making something that fits better doesn't mean any sizeable consumer percentage is going to buy it. First because see above, and also because a lot of clothes purchases are about brand and fashion and status signalling, not mere fit.

- if some women absolutely can't find something in their size from a specific brand, that makes the brand even more exclusive, like it being "for fit people only". Obviously brands for thicker and even obese people also exist, but they're seen as a brand of need, not a brand you'd be proud having to wear

> if some women absolutely can't find something in their size from a specific brand, that makes the brand even more exclusive, like it being "for fit people only"

The elephants in the room from the raw data is it is very clear some brands do not want average middle aged women wearing their products. Anthropology seems to be the most clear about this in that they have a literal gap between their standard and plus-sized ranges that excludes the adult median woman.

Now some brands might do that out of snobishness, but I expect there is a feedback loop here:

1) Young, attractive women want to make fashion choices that signal they are young, attractive women.

2) They buy from fashion lines that don't fit average adult women.

3) Average adult women detect that the fashionable choice is these brands and feel left out, because a fair number of them would also like to be young and attractive again. And a small but significant fraction feel really left out if some clothing brand calls them a size 20 waist / fat / shaped like a rectangle. Clothing brands detect this in their customer studies and respond appropriately.

4) People who just want clothes buy from H&M or wherever and don't write articles about how hard it is to fit clothes.

"Women" isn't really a homogeneous category when it comes to clothing, there is ongoing fierce competition between lots of different sub-groups of the female population to signal lots of different things. Men have it a bit easier because there is basically a 4-quadrant choice between upper & lower class, formal & casual with a lot of intricacy for people who care a lot about what brand of black leather shoe they own. Young girls are closer to men in that they aren't really trying to signal anything at that age, so clothing fits are a lot easier to manage.

Its only a problem for online shopping. In store you can simply grab multiple sizes and see which one fits best. Many online stores try to give multiple measurements of the clothes but even then it's extremely difficult to predict how it will look on you.

Online shoppers seem to solve this issue by just buying multiple items and returning the ones that don't fit. After which the retailer throws these returns in the bin.

> you can get in any clothes store and get plenty of clothes to wear

"Getting into the clothes" is a low bar. I can get into this brown paper bag. Comfort is underrated.

> if some women absolutely can't find something in their size from a specific brand, that makes the brand even more exclusive, like it being "for fit people only".

Heh I think mens sizing signals the opposite: too skinny = insufficiently masculine.

> if some women absolutely can't find something in their size from a specific brand, that makes the brand even more exclusive, like it being "for fit people only".

This is how many brands originally blow up and grow famous. Especially in Asia.

You make clothing in sizes only extremely slim people can wear.

This is an extremely popular brand that specifically does this, and it's hardly the only one:

https://en.wikipedia.org/wiki/Brandy_Melville