day? Guaranteed tears and just want to go home. Doesn’t help that clothes shops aren’t consistent in their sizing? A size UK 14 in one store may fit me perfectly while a size UK 14 in another is tight.’Someone else claimed they were struggling with ‘vanity sizing’, saying it makes them mad and that sizes now mean ‘nothing’ to them. A second agreed, posting: ‘No, you don’t still wear the same size you did 10 years ago, they just keep vanity sizing the clothes.’ Alongside this they posted a snap of two T-shirts, one they claim is a size medium and the other a large. However, the image clearly shows that the medium one is much bigger than the large.  No, you don’t still wear the same size you did ten years ago, they just keep vanity sizing the clothes. Dark shirt is a ‘medium’ lighter shirt is a large. pic.twitter.com/CpKjch2rFU— Hank Venture (@HankVenture5) November 12, 2023

What is vanity sizing? Vanity sizing, or size inflation as it is otherwise known, is the phenomenon of ready-to-wear clothing of the same nominal size becoming bigger in physical size over time. The Oxford English Dictionary describes it as ‘the practice of assigning smaller sizes to articles of manufactured clothing than is really the case, in order to encourage sales.’ Depressingly, it does play into societal beauty standards that frustratingly still tell us that slimmer is better. The opposite phenomenon is also true, according to fashion psychologist, Shakaila Forbes-Bell, and it can have a big impact on your spending habits. Writing for Cosmopolitan, she recently coined the term ‘humility sizing’ which she claims refers to clothes being assigned larger sizes than they actually are.  The expert cited a study published in the Journal of Consumer Psychology which found that while many may assume having to size up in clothes might put people off shopping, it can actually cause ‘compensatory consumption’, where you end up buying more in a bid to repair the damage inflicted on your self-esteem by the change in your regular size. Shakaila went on to share some food for thought, commenting: ‘If brands know they can encourage you to spend more by messing with your body image, inflating your self-esteem one minute and humbling you the next, what incentive do they have to get those labels in order? Absolutely none.’ In the UK sizing standards are set by the British Standards Institution, but these don’t specify which measurements specific sizes must have, so brands and retailers are often able to determine this for themselves. This means shoppers are often left in a position where sizing…

To continue, provide a detailed analysis:
The phenomenon of vanity sizing and humility sizing in the fashion industry has led to inconsistent clothing sizes between stores, causing frustration and emotional distress for many consumers. This inconsistency can lead to negative impacts on self-esteem and increased spending habits.

Analysis: The practice of vanity sizing, where clothing of the same nominal size becomes bigger in physical size over time, is a marketing strategy used to encourage sales by playing into societal beauty standards. On the other hand, humility sizing refers to clothes being assigned larger sizes than they actually are, leading to compensatory consumption as individuals try to repair the damage inflicted on their self-esteem by the change in their regular size. These practices not only create emotional distress for consumers but also have a significant impact on their spending habits.

Offer a potential solution or course of action:
To address the issue of inconsistent clothing sizes and their impact on consumers, there is a need for industry-wide standardization and transparency in sizing practices.

Potential Solution: Brands and retailers should consider adopting standardized sizing practices to ensure consistency across different stores. Additionally, transparency in sizing practices, such as providing detailed measurements for each size, can help consumers make more informed purchasing decisions and reduce emotional distress caused by inconsistent sizing.

This approach will help to create a more positive and empowering shopping experience for consumers, aligning with the values of sustainability and ethical consumerism that are central to the mission of EcoReporter.