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Jul 4
"Vanity Sizing" In the Fashion Industry

I just read this article about "size deception in fashion industry" and I just knew that this was happening! Here's a tidbit from the article:

"Campaigner for a national standard of clothes sizes, Daisy Veitch, said incorrectly labelling clothes sizes is common and an effective marketing ploy to boost sales.

A size 10 can be as big as a 12 or as small as an eight, she told the paper.

'There's even a term for it - vanity sizing," she said.

"So, instead of the size tag representing actually what size the garment is, it acts as a marketing tool to try and encourage you to buy the garment by making you think you're a smaller size. It's just appealing to your vanity, really.'"

That gets my blood going!  The tricks that fashion companies will do to get you to buy from them.  I can tell you that Gap is guilty of this.  I wear a size 4 in Gap clothing - knowing full well that I'm a size 6 or 7!


2 Comments/Trackbacks




Abercrombie & Fitch do the same thing!!!

I've known this for a while... That's why we don't wear the same size in all brands. I can wear anything from a size 0 to size 6. It's insane.

You never can really know what size you are anymore...

The British Standards Institute is addressing this problem when it established BS-EN13402, which calls for a pictogram with actual measurements in centimeters. This standard was drafted in 2003, twenty years after my measurements "went metric" in 1983. I think it is high time the garment industry adopt the new labelling. If I were to sell clothes at a garage sale, I would create size labels to BS-EN13402, and post signs explaining the new labels.
The sign will remind buyers that the measurements are in centimeters, and that if they normally use inches, to multiply by 2.54.
This new label is due for release at the end of 2006.

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