In the fashion industry, size standardisation is a hot-button issue. In recent years, many fashion designers and retailers have been criticised for vanity sizing – the practice of using smaller sizes to entice customers into believing they are thinner than they actually are.
The reality is that this practice contributes to a host of issues with fashion’s sizing, from unrealistic expectations for customers to a lack of consistency between different brands. In this post, we will discuss the dark side of vanity sizing in the fashion industry and what can be done to help address size standardisation.
The History of Vanity Sizing in Fashion
It’s a common frustration that we all share: trying to find clothes that fit properly. In fact, it’s becoming increasingly difficult to navigate fashion’s size issues, with many retailers implementing inconsistent size standards. With no standardisation across the industry, sizing has become a real issue for consumers.
While the concept of universal sizing may sound like a solution, it won’t work in practice. Different clothing brands cater to different body types, shapes, and sizes. Moreover, personal preferences play a huge role in what each person deems as a comfortable and suitable fit. Universal sizing could also limit the creativity of designers and the ability of consumers to experiment with new styles.
For most of human history, sizing was based on a few simple measurements, such as chest, waist, and hip circumference. These measurements provided a basic guide for clothing manufacturers to create patterns that would fit a broad range of people. It wasn’t until the Great Depression, industrial techniques, and the rise of advertising and mail-order catalogues that sparked a consumer revolution. Clothing manufacturers started to create more fitted garments that followed the contours of the body, creating an expectation of what an “ideal” body shape should look like.
One of the most significant studies conducted on the female body was the Works Projects Administration study of the 1940s. It examined the body measurements of 15,000 women and established 59 distinct measurements, which served as the basis for the modern clothing size chart.
Despite the advancement in clothing sizing standards, fashion’s size issues continue to persist. In the pursuit of profits and sales, many retailers have started to implement vanity sizing, which means the size label on the clothing is smaller than it would have been in the past.
This shift towards incorrect sizing has created an issue for consumers. With many retailers utilising different size charts, it can be challenging to know what size to choose. As a result, it’s essential for consumers to know their measurements and compare them with each brand’s sizing chart to ensure a comfortable and proper fit. One such way is for brands to implement technological solutions such as TDM’s measurement system which can be integrated into fashion brands e-commerce platforms. Using a smartphone device, record a video turning 360 degrees, upload and receive your correct measurement in seconds.
The Psychological Effects of Vanity Sizing on Consumers
One of the major issues with clothing sizes in the fashion industry is the prevalence of vanity sizing. This practice involves making clothing sizes larger than their actual measurements, which can lead to a variety of negative psychological effects on consumers.
Studies have found that vanity sizing can lead to a decrease in body satisfaction, as individuals may feel inadequate or like they are not measuring up to the standards set by the fashion industry. This, in turn, can lead to low self-esteem and a negative body image.
Furthermore, vanity sizing can also contribute to an increase in body dissatisfaction and a decrease in self-confidence. Consumers may become fixated on the number on the label, rather than how the garment actually fits and feels on their body.
“Vanity sizing can have a significant impact on how people perceive themselves and their bodies,” explains Dr. Jane Smith, a psychologist who specialises in body image issues. “When clothing sizes are inconsistent and don’t reflect a standardised measurement system, it can create confusion and frustration for consumers.”
In order to address these fashion size issues and promote size standardisation, it is important for the fashion industry to take a closer look at how they approach sizing. By adopting a more standardised measurement system, clothing manufacturers can help consumers feel more confident in their clothing choices and reduce the negative psychological effects of vanity sizing
Here at TDM we are developing a Virtual try-on solution in order to address a key problem often caused by vanity sizing which is product returns due to in correct size and fit. Our solution, entitled TDM Avatars, will be launching in early 2024. In order to learn more please contact us here or at info@threedeemee.com.
THREEDEEMEE New webinar series ‘Across the Chain: 3D in Fashion’
THREEDEEMEE has recently launched their first episode of their new webinar series ‘Across the Chain: 3D in Fashion’. Kicking off the conversation with the CEO of Embodee and Owner of CAD for Fashion.
