The Dirty Little Secret of Vanity Sizing

Posted on June 11, 2009 in Shopping · 0 Comment

A few years ago I bought a pair of pants at Old Navy. They weren’t the cutest I’d ever tried on, but they had one major selling point – the number on the tag. It was the same size I had worn when I was in high school, 15 pounds lighter. I embraced this illusion and bought them, even though I knew my body wasn’t really a size 6. Now, every time I wear them I automatically feel skinnier. How does the psychology of sizing influence us? Find out shopping’s best-kept secret. Plus: Test your fashion personality…

The Awful Truth About Your Clothing Size

Your favorite clothing makers don’t want you to know about “vanity sizing”. It’s why you may be a size 6 in one brand and a size 10 in another, and why you buy the first even though the second looks better on your body. Clothing manufacturers want to boost your confidence by convincing you that you’ve dropped a size without dropping a pound. If the ego boost will make you buy their clothes, they benefit.

High-end designers were the first to abandon the once-standard sizing guidelines, but now mass retailers and store brands are following suit. The trend toward vanity sizing means larger clothes are labeled with smaller sizes. In fact, vintage sizes from the ’40s, ’50s and ’60s can be up to 4 to 6 times smaller than sizes today. Marilyn Monroe, who was a reported size 12, would probably be a size 4 if she were shopping today. The inconsistency of clothing sizes keeps a lot of women from shopping on the Internet. Worse, it keeps them from looking their best. Knowing your measurements is actually more useful than knowing your clothing size since odds are you’ll wear a 6 in one brand, an 8 in another and a 10 in a third.

But according to the 2006 Talbots Fit Survey, 85% of women decide whether or not something fits just by looking at the size on the tag. And 62% only consider purchasing items in their size, even if larger items fit better. Surprisingly, 62% also confessed that they didn’t know their body measurements. No wonder women have such a hard time finding the right fit.

Divided Closets
Many women keep a closet full of “fat clothes” and “skinny clothes.” The “fat clothes” get worn when we’ve gained a little extra weight or when we simply we want to hide in something baggy. The skinny clothes help gauge how much weight we’ve lost. They’re the ones we squeeze into when we feel good about ourselves.

I keep a pink dress I wore in high school in the back of my closet. I doubt I’ll ever wear it again, but the thought of being able to fit into it one day keeps me from tossing it into the donation bag. I’m not the only one guilty of wishful wardrobe thinking. According to the survey, 40% of women buy clothes they plan to fit into when they lose weight.

They’re ignoring one of the cardinal rules of shopping: Buy what fits right now. It will help you look great no matter what the number on the scale says.

I’m Too Embarrassed to Ask for a Larger Size

Who doesn’t cringe at the thought of asking a salesgirl to bring in a bigger size? And the skinnier the salesgirl, the worse you feel. Shopping with your boyfriend? Forget it. Most women would rather forgo an item they love than admit to needing an XL.

Remember, the goal isn’t to find the smallest size you can squeeze into; it’s to look good and feel great by wearing what best fits and carrying yourself with confidence.

Instead of surrendering to the whims of fashion, keep trying on clothes until you find the right fit – even if you end up with an L on your label instead of an M. You’ll probably be pleasantly surprised at how fabulous you look.

What’s Your Fashion Personality?
Do clothes make the woman or does the woman make the clothes? Whether you love to sew your own threads or browse Rodeo Drive, your clothing is a reflection of your personality. Find out what your style says about you with this fashion personality quiz.

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