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

Digital pieces of the fashion supply chain take shape

The digital pieces of the fashion supply chain puzzle are starting to come together, according to executives at the recent Texprocess apparel technology trade show in Frankfurt, Germany....

BLOG

Latest supply chain leaders?

Swedish fast-fashion retailer H&M, Zara brand owner Inditex, and sportswear giant Nike are not only among the world's leading brands, they also have some of the best supply chains too, according to a ...

BLOG

Finding a solution to the sustainability problem

The key message at this year's Copenhagen Fashion Summit was that the global apparel and textile industry needs to take a holistic view on how it tackles sustainability and responsible sourcing – with...

BLOG

Industry welcoming move to renegotiate NAFTA

The US textile industry has welcomed President Donald Trump's decision to renegotiate NAFTA, saying it is in America's national interest to modernise the trade agreement....

just-style homepage



Forgot your password?