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Clothes shops flatter women with ‘vanity sizing'
By Lucy Halfhead on Monday 19 April 2010
A study has revealed shoppers are being deceived by a ploy called 'vanity sizing', in which stores flatter their customers by making clothes bigger so they think they are buying a smaller size.
Several major high street shops - including Marks & Spencer and Gap - appear to have made their measurements larger despite size labels remaining the same. And the study found sizes vary wildly from store to store, depending on the type of customer who shops there.
A Size 10 in Topshop - a favourite of teenagers and women in their 20s - is likely to be much smaller than one in Zara, which attracts a more mature customer.
M&S insists it has not changed its 'block sizes' - the patterns given to suppliers - since 2003. However, it admitted sizes on its website have been 'tweaked' and measurements increased by up to two inches, the equivalent to an extra dress size.
Gemma Seager, who runs the fashion blog Retro Chick, is a Size 14 with Size 18 hips. But the 30 year old, from Norwich, can fit into smaller sizes in many shops. She told the Sunday Times: 'Under the British standard sizing chart my measurements would make me a Size 14 but in reality I wear a 12 in most shops and the M&S dress I bought is a size ten.'
An M&S spokesman said: 'We are not sweetening the sizes or softening the blow for anyone but we tweaked the sizes on our website so they are based on an average body.'
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Monday 19 April 2010
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We all know this anyway. I love the shops that will tell me I am smaller than I am. I don't mind if it is true or not. Thank you to all the flattering stores out there.
Comment by Fi on April 19 12:29
This is nothing new and has been going on for years!
Its very frustrating trying to order items online from different shops as the sizing differs so much.
Nevermind the fact that all of sudden vest tops hang below your boobs and women no longer have hips and thighs larger than a child!!!
It would be interesting to know who exactly shops are basing their sizes on as I am not familiar with anyone with these proportions??
When I was in my twenties I was a size 8 and weighed 7st 4 lbs. I am now in my thirties 8st 8lbs and still a Size 8 in 95% of shops!!!!
Comment by Fiona on April 19 12:38
It may be flattering - and I'm not totally against it but it would be ideal if there really was a standard that everyone followed. That way shopping would be much simpler, rather than having to check for anomalous sizes each time you shop.
Comment by Helen on April 19 12:52
When I was 18 I was a size 10. I am now at the age of 46, bigger than I was then, but in most fashion outlets I am a size 8. If I try to shop in M&S, even the 8 is often too big. I was once told to shop in their children's department, which made me feel deeply insulted since my bust size is a 30E. I am not skinny, just a normal, healthy 5'3". There is no consistency and hence, I hate shopping. If clothes are made in Asia, the arms are often too thin around the biceps too!
Comment by Jay on April 19 12:53
Its been going on for at least 10 years. In my case it really annoys me, as not many places stock size 6 for the older woman.
Comment by Ali on April 19 12:54
I agree! Definitely like the feel good factor when I fit into a "smaller" size!
Comment by Sarah on April 19 12:55
Wouldn't it be better to just buy clothes that fit properly and made you look stunning rather than getting into a panic about a number?
Comment by Catherine on April 19 13:07
I've noticed that some of the shop mirrors are also elongating/extra flattering, then you get your jeans home and reality strikes!!
Comment by Nicola on April 19 13:12
Who cares. I dont need a size to tell me whether I need to lose / put on weight - I have common sense. Maybe this 'ploy' will stop those idiots who are size-obsessed, perhaps they'll stop starving themselves if they're led to believe that they fit into a 'number'
Comment by Mich on April 19 13:16
I can't see that there's anything wrong with this. If it makes you feel better about yourself, then what's the harm?
Comment by Julia on April 19 13:49
I'd prefer the reality check of knowing what size I actually am. Plus it does make it difficult to shop online: who gets out the tape measure after all!
Comment by Marie on April 19 13:59
I actually think some shops have made there sizes smaller!
Comment by MrsC on April 19 15:13
It certainly has been going on for years. I have a C&A lovely tiered skirt from the 70s; the waist measures 24" and the label says size 12!!!
I wear a size 8 or 10 clothes now, depending on where I buy them. Sadly, my waist is now 27".
Comment by Jude on April 19 16:45
Its so frustrating. I used to order clothes from Next that were either a size 8 or 10. I haven't lost weight or inches and yet a year later, all the clothes i order are masses too big.
I hate it. When i find a shop that stocks clothes that fit me they change their sizes. I end up settling for clothes that are either too big or too small. THAT isnt flattering.
Comment by Robyn on April 19 16:56
I always knew Topshop sizing is different from everywhere else... they make me feel like a HEFFER!
Comment by Katy on April 19 20:02
i think it should not be allowed not only is it annoying not knowing what size you will be in different shops but for me and other people it is unflattering i now often have to buy a size 6 even though really im an 8 so i can no longer buy stuff when with other people as i suffer from an eating disorder and they all over react like crazy because they think im having a serious relapse did anyone think about that ?
Comment by Robyn on April 20 21:22
On a shopping trip in M&S a few years ago I bought 4 garments - one size 8, one size 10, one size 12 & one size 14, and they all fit me!
Comment by Ruth on April 21 21:54
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