Blog: Leonie BarrieThe hidden cost of vanity sizing

Leonie Barrie | 16 April 2007

Is anyone really surprised that ‘vanity sizing’ is as prevalent in the UK men’s wear market as it is in women’s wear? I thought the practice of marking items as smaller sizes than they actually are in an attempt to flatter customers into making a purchase was just as widespread in the UK as it is in the US – and more importantly, that it was just as well known. But it would seem not, if investigations in the British media this weekend are anything to go by.

The Sunday Times has accused Gap, H&M and Zara of vanity sizing, and singled out French Connection for selling a pair of jeans in which the actual size exceeded the waistband measurement by six inches. Designer brands also dabbled in the practice, the study found, but by a lesser amount.

Of course the discrepancies can be blamed on styling differences, but with an estimated 44% of men and 38% of women in the UK classed as either overweight or obese, isn’t it wrong to be pandering to their delusions? I know clothing retailers don’t have a moral obligation to look out for the welfare of their customers above and beyond the accepted margins of making sure the garments are safe and fit for purpose, but if consumers continue to get bigger, yet the labelling on their clothing tells them they’re getting smaller, then the worries about vanity sizing are surely justified. 


BLOG

just-style market research sale

Are you planning for the year ahead and beyond? Well this week we’re offering great deals on some of our market research......

BLOG

Gearing up for the holiday shopping season

The volume of US apparel imports saw an increase in October on the prior year as retailers geared up for the holiday shopping season. Bangladesh booked the second highest growth behind India, reversin...

BLOG

Innovations to boost sustainability

Hong Kong-based textile and apparel giant Esquel Group, the world's largest woven shirt maker, is pushing ahead with the pursuit of sustainable and holistic quality. ...

BLOG

Sign up to try new re:source apparel sourcing tool for free

The old saying "Good things come to those who wait" is certainly true for re:source, the new suite of data-driven sourcing tools being developed by the team here at just-style....

just-style homepage



Forgot your password?