21-04-2007 14:29
Retailers in the UK are vanity sizing to make customers think they are smaller than they are.
Vanity sizing is also known as size inflation, it’s used to describe the phenomenon of clothes of the same size getting bigger over time. This is when shops lie about what size their clothes are to try and make customers think they are smaller than they are.
A study of popular brands on the UK High Street revealed that many stores are making their trousers up to three inches wider than is stated on the label. Next, Zara and French Connection are thought to have "generous" sizes.
French Connection was the guiltiest in understating its sizes, according research by the Sunday Times. Women’s jeans were found to be wider by up to four inches.
This research explains why you can be different sizes in different shops. People may have to wear smaller clothes than they use to even though they haven’t actually changed size.
Some designers such as Burberry, Ralph Lauren and Dolce & Gabanna were also guilty of vanity sizing some of their trousers, but not to the extent of some high street shops.
So next time you think you’ve gone down a dress size, you best get you’re weighing scales out to make sure!
Robyn Walker
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