Plenty of well-known brands have a penchant for vanity sizing, a widespread marketing tactic used when retailers sell a larger size with a smaller label, but the Internet erupted yesterday when J.Crew unveiled its new 000 size — the equivalent of an XXXS, fit for a 23-inch waist.

A J.Crew spokeswoman told "We are simply addressing the demand coming from Asia for smaller sizes than what we had carried. Our sizes typically run big and the Asia market tends to run small . . . Also to note, J.Crew's sizes run across the board to try and accommodate as many customers as possible . . . We run up to size 16, we carry petites and talls, and our shoe sizes run from 5-12. [It's] all based on customer demand."

While J.Crew says it's simply fulfilling a need for its customers, it's not helping an issue that plagues plenty of women when they head out shopping; it sometimes feels like you have to grab every pair of pants in a store to figure what size will actually fit. To put it in perspective, consider that J.Crew's new size 000 is considered a size two at popular online retailer ASOS.