Since vanity sizing has become a pop culture touchstone, several brand companies use their own sizing criteria, rolling out even smallest size 00.
Due to self-absorption sizing or appealing to a customer's ego, brands are slapping size 2 labels on garments that are much more like size 6 and it has achieved incredible thrust.
The sizing being very much a part of a woman's self-esteem, the retailers don't want size 16 women leaving their store without buying dresses to lose some weight and come back later but rather want them to think they are of size 12 and buy dresses instantly.
The average woman's waist swell from 24 to 34 and still, they prefer fitting themselves into smaller sizes, as the consumers seem content to be deceived.
Hence, some brands do not focus on fittings but relatively focus on the visual appearance of the garment and therefore a true 28 size is labeled 26.