Vanity sizing, the American-coined term for retailers flattering your true measurements with terms such as size zero, is now just as relevant to UK customers. In fact, if you've been flattered by those 29 inch jeans, you may in reality be two sizes bigger, or even more.
According to the Daily Mail, Britain's High Street stores are flattering the vanity of their customers by understating the true measurements of their trousers, according to new research. A study of popular brands revealed that many stores are now making trousers on average three inches wider than is stated on the label. It found that many retailers are being more generous with their sizing as a sales ploy to make customers think they are thinner than they actually are.
Is vanity sizing fair? and if not, who benefits?
From Fashionuk.uk.com
And it is not just an American practice, Next, Zara and French Connection are also thought to have favourable sizing discrepancies. Researchers also found that designer names in fashion, such as Burberry, Ralph Lauren and Dolce & Gabbana were guilty of understating the true sizes of their trousers by a couple of inches, although the discrepancy tended to be smaller than at some High Street retailers.
Research by the Sunday Times found that French Connection had the biggest discrepancy in its actual and advertised sizes. On one range of men's slim-fit jeans, a size 30in measured 36in and a size 32in was found to be 37in. Women's jeans were also wider than stated by as much as 4in. According to the most recent National Sizing Survey, 44 per cent of men and 38 per cent of women in the UK are either overweight or obese. The average male measurements are now a 42in chest, 37in waist and 40.5in hips.
Whilst for women, average waist measurements have increased six inches since 1952 and gone up 1.5in in height. Vanity sizing, also known as size inflation is used to refer to the phenomenon of ready-to-wear clothing of the same nominal size becoming larger over time, with the implication that manufacturers do so to satisfy the buyer's wish to appear thin . This also means that some customers may have to wear smaller nominal sizes without much change in their body shape. So the next time you go shopping, you might think you've dropped some pounds - but that smaller size doesn't necessarily mean you've lost weight.
I agree that a size should be the same no matter WHERE you go to buy but honestly unless it somehow becomes a law I don't see it happening. Why, you say. Because I believe there would be so many changes that would need be made in the "factory" that it would cost the company. It would also take awhile for the older sized designs to rotate out & the new ones to rotate in. However, I don't see NEW designers having an issue with doing accurate sizing from the get go.
Different item but same topic - is it me or do others feel that SHOE sizing has been changed. I went from wearing a size 10 to an 11 which I find interesting since I have never had children [I am afraid my feet would go to like a 13 if I ever did...lol] & my weight has not really had any major fluctuations. With all that said, I swear that companies are making SHOES SMALLER. Am I nuts?
Its so stupid… because of this, I shy away from buying clothes online. I don't buy something if I can't try it on. And there were Calvin Klein microfibre boyshort undies at Costco for an awesome price and I couldn't buy them because of vanity sizing. I've been a large girl, and I've been a skinny minnie. I get sick of these people not calling a pair of jeans the right size. It really is a tragedy.
Different item but same topic - is it me or do others feel that SHOE sizing has been changed. I went from wearing a size 10 to an 11 which I find interesting since I have never had children [I am afraid my feet would go to like a 13 if I ever did...lol] & my weight has not really had any major fluctuations. With all that said, I swear that companies are making SHOES SMALLER. Am I nuts?
Oddly, I'm finding that shoe sizes have gotten bigger for me and I've recently had a baby! I used to be able to buy a size 7.5 anywhere, but now I'm finding that they're too long, and size 7s are style too small for me. Maybe it's just the styles I'm trying on.
I don't think there should be vanity sizes, and that there should be some industry consistency in sizes. But, how would you mointor that? Who would be in charge of that? I think the main problem is: how do we stop society from attaching their clothing size/body size to their self esteem?
why is it that you can have a skinny ugly woman walking down the runway, but you can't have a beautiful large woman walking down the runway? I don't understand… And what happened to equal rights? We women are digging ourselves into a bad esteem hole that I find that men have less of or not at all. Why are we grading ourselves lookswise by our body size. When it comes to looks, size is not all. When it comes to life, looks is not all. So in the grand scheme, size is a tiny issue. And dressing yourself right, meaning the right size and accentuating the positive and downplaying what you find to be a negative can make you look the way that you like.
why is it that you can have a skinny ugly woman walking down the runway, but you can't have a beautiful large woman walking down the runway? I don't understand… And what happened to equal rights? We women are digging ourselves into a bad esteem hole that I find that men have less of or not at all. Why are we grading ourselves lookswise by our body size. When it comes to looks, size is not all. When it comes to life, looks is not all. So in the grand scheme, size is a tiny issue. And dressing yourself right, meaning the right size and accentuating the positive and downplaying what you find to be a negative can make you look the way that you like.
I could not agree with you more, chocoyummy. Society plays a HUGE part in how we see ourselves but "society" in this instance for me reads - not actually society but those with the "power" [media, Hollywood, designers, fashion houses, beauty companies, etc] - cast the line for how we see ourselves. It is up to us as to whether we tow that line or not.
I personally think it would be AWESOME if a magazine - say Lucky, since that is a magazine that specializes in telling us where we can get items - had a one issue that was totally dedicated to the REAL sized woman. I am thinking 12 or 14 and above. Have a larger size model, starlet or what have you on the cover & have layouts of the latest trends and how the "real woman" can pull it off. I know that there used to be a magazine dedicated strictly to the plus sized woman but honestly I think there would be more IMPACT if a standard beauty magazine geared a whole issue to "real women" aka plus sized.
Total sidenote - why aren't the 0-4's of the word called "negative sized" or "minus sized". I think the whole "plus sized" kinda throws things of tilt. No insult meant for the smaller ones of us it was just something that I was thinking.
Ok, stepping off my soapbox. Thanks for listening!
I have never heard of vanity sizing before this...very interesting marketing tactic (haha I work in Marketing so I can semi-understand)...some companies will do anything to sell their product. I am not going to lie though I would love to buy a size 2 dress instead of my normal size 8 (I also refuse to buy things in a bigger size than an 8 if it doesn't fit in an 8 then I won't get it). My mom gets so mad when she goes shopping with me and I do that (she doesn't think numbers are that important either).
I personally HATE vanity sizing because it is downright embarrasing to be having to buy a size 0 or 00 when you are my age. I would think I normally would be a 4 if so many manufacturers didn't downsize so much. J Crew is one chain that has gotten so ridiculous over the years, I feel like I have to hide those purchases from my daughter in particular b/c at 15 she is hyper vigilant on the size thing. She checks! I in no way, shape or form want her obsessesing about her weight at such a young age..she's just perfect as she is. The vanity sizing is not helping her understand that we are ALL built differently with different metabolisms, shapes ect.
The industry appears to be catering to an illusion that we are smaller and smaller then ever making it seem as if that's universally good thing which is ridiculous! I hope that someday we won't be so critical of ourselves and others, it just irritates me the the industry seems to fuel discontent with the sizing changes.
I wish that women's size were like men's and went by the inches so that it would always be the same.
...snip…
Personally, I don't care what they call it. They could make up symbols for all I care. I just want to be able to buy clothes!
I totally agree with you, metamonkey. How crazy is it to have to bring 2 or 3 sizes into the dressing room for everything you want to try? I'm not such a frequent shopper that I can remember offhand who sizes which way, but I do know (after maybe more online shopping than I want to admit to) what my measurements are. Roughly, anyhow.
And sure, I get bummed out when a store's largest size is too tight. ("That's what happens when we go through life with bosoms, dear," a French saleslady once told me.) But I never get excited when I have to go back for a medium because the large is sagging all over. And it would all be much easier if we started with a standardized sizing system.
Anybody remember Mode magazine? Man, I loved that mag. It had an attitude that worked for me--fashion was fun, and everything is better with a sense of humor. The writing was superb, the models gorgeous.
The clothing was beautiful, though none of it came in sizes I could wear--either a problem or a blessing for my piggy bank. (Few things seem so strange to me as the divide between "regular" and "plus" clothing, especially if the average woman is a size 14, which would be on the cusp of the two "types" of women out there.)
I've noticed this too. I think it is really obvious at the Gap Inc. stores. I used to grab size 4 (ten years ago) when I went to the Gap. Now I'm grabbing size 0. I love Banana Republic, especially because of the petites section, but I don't get a kick out of grabbing the smallest size. Sometimes I'm left disappointed since a lot of clothes have extra fabric in the chest area on me style_emoticons/<#EMO_DIR#>/ohmy.gif) I buy clothing from the children's department sometimes - it's cheaper too!
Just went back and reread the thread. I am somewhat disturbed by some of the references to "real women" to be honest. Real women actually come in ALL shapes and sizes...this is what we want the industry to recognize right?
I don't mean to be overly sensitive but I recently had the excruciating experience of being in a focus group with a very vocal plus size lady who held court about how "real women" look despite the fact that I was sitting right next to her. It was rude and upsetting to me really. I don't know why I felt so insulted that day in particular b/c I've had to defend my lack of natural weight my entire life. I have had four unmedicated births, breastfed for 7 years.... I certainly qualify for Real womanhood geez!
It's probably a healthy step for me to feel this way because it really doesn't do any good for me to try to teach my daughter to appreciate her body for the wonder that it is if I don't accept my own. I want to stop being apologetic for the way I look, you know? I don't know if acceptance of all shapes and sizes will ever happen on an industry level but I do know it isn't helped if we make broad assumptions regarding weight on either end of the scale.
I hate vanity sizing. I think it is ridiculous. Sizings vary depending on brand and forget it if they are juniors sizing, because then I would never be able to find anything without trying them on. I love to shop online and the sizing problem makes it so hard to buy pants online. I purchase many many things online, not just clothes but I end up returning more pants than anything else. So now I stay away from them unless I must order them so I can try them on. I think we should just use the physical measurements instead of the sizes. I like how men's pants come in a length and width. The retail/fashion industry should do that with women's clothes too. I am 5'8 and I need a 34 inseam but most pants are only 32, and it's annoying and a waste of time to look at stuff that won't fit anyways. I say we should change the whole sizing system.
I hate vanity sizing. I think it is ridiculous. Sizings vary depending on brand and forget it if they are juniors sizing, because then I would never be able to find anything without trying them on. I love to shop online and the sizing problem makes it so hard to buy pants online. I purchase many many things online, not just clothes but I end up returning more pants than anything else. So now I stay away from them unless I must order them so I can try them on. I think we should just use the physical measurements instead of the sizes. I like how men's pants come in a length and width. The retail/fashion industry should do that with women's clothes too. I am 5'8 and I need a 34 inseam but most pants are only 32, and it's annoying and a waste of time to look at stuff that won't fit anyways. I say we should change the whole sizing system.
^^
Get outta my head!!! lol
If the physical ,measurements were used, I think eveyrone would be able to find SOMETHING to fit into. Even if it means, you need to hem somehting or take something in.
At 5'11 AND A HALF!!!! LOL I need at least a 34 inseam and since most pants come in 32, I can't find a thing to wear, or I have to pay way more to get an inseam that works for me. And letting down hems works sometimes.
Vanity sizing definitely has its problems ...
I HATE VANITY SIZING!!! Trying to find clothing was difficult enough, probably contributing to my handbag obsession, they always fit. Lingerie shopping has become a joke. I was in Chicago getting measured for a bra, because 85% of women are wearing the wrong size yada, yada, yada. I was told I wear a.....30H! (granted these were bras from the UK where vanity sizing has run amok, but they are also make really pretty bras for larger cup sizes). I'm small boned, but 30 inch ribcage Come On, stuff like this is the reason 85% are wearing the wrong size.
