Blog: Leonie BarrieVanity sizing alienates shoppers

Leonie Barrie | 16 August 2010

Vanity sizing is becoming the norm among some mass retailers, who believe they can encourage shoppers to buy their clothes simply by re-labelling them with smaller sizes to make them more appealing. After all, the logic goes, consumers may feel guilty if they do not measure up to model statistics, so why not try to lure them into a purchase by labelling a size 14 garment as a size 8 instead?

But new research suggests shoppers simply aren't buying into the vanity sizing tactic. Yes vanity sizing is affecting buying habits, but not in the way retailers would prefer.  

What's happening, in fact, is that shoppers are now so unhappy with the differences in clothes sizes between one store and another that four in ten of them stick to just a few shops where they know the sizes will fit and the styles will suit their shape.

The findings, which are part of Mintel's latest research on the plus-size market for women's wear, also point to mid-market retailers as the biggest culprits. Nearly half of people who shop here say sizes lack consistency.

So while vanity sizing may have been introduced in order to appeal to consumers and encourage buying, it is actually having the opposite effect. The challenge now is for retailers to regain the confidence of consumers over sizing if they want to win them back.

UK: Plus-size market offers growth opportunity for retailers


BLOG

Why digital supply chains are top of mind

Confirmation that digital supply chains are top of mind for apparel industry executives came last week with the latest plans from global sourcing specialist Li & Fung....

BLOG

Navigating global political frictions and economic uncertainty

As a barometer of the issues top of mind for apparel sourcing executives, it is hard to beat the annual Prime Source Forum in Hong Kong. ...

BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

just-style homepage



Forgot your password?