Vanity sizing

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Vanity sizing, also known as size inflation is used to refer to the phenomenon of ready-to-wear clothing of the same nominal size becoming larger over time, with the implication that manufacturers do so to satisfy the buyer's wish to appear thin. This also means that some customers may have to wear smaller nominal sizes without much change in their body shape.

The issue of vanity sizing occurs primarily in the United States, where manufactures are allowed to devise and change their own sizing system (the US standard clothing size is not in use). In many other parts of the world where sizing is standardized by objective measurement, it is not known to be a significant problem.

Vanity sizing may result in the removal of a garment of smallest measurements. If, for example, all garments were taken down a size, what was previously the smallest garment would no longer exist in that line of clothing. So as not to lose customers, companies often add smaller and smaller size labels, the smallest thus far being subzero.

[edit] Controversy

It is generally acknowledged that clothing of the same nominal size has become larger over the years. For example, vintage clothing is often smaller than contemporary clothing of the same nominal size^[1]. However, the motivation for this change remains undetermined.

In an article on the website celebitchy.com, Nicole Miller was quoted as claiming that 00 or subzero sizes were introduced because there’s a call for it in Asia, where women are generally smaller.^[2]

In 2003, a study measured over 1,011 pairs of women's pants^[3]. It was found that the more expensive brands tend to be larger than cheaper ones of the same nominal size. Elsewhere, the author suggested it may be used to make customers feel better about themselves^[4]

On the other hand, some people argue that vanity sizing may have other reasons^[5]. As people in developed countries become heavier, it would be reasonable to increase the size of "medium" to reflect the population average. Although, in America, the average weight is significantly higher than that in other countries as people are becoming increasingly heavier.^[6] Although this is by many viewed as inappropriate and pointless, studies have shown that there has been a dramatic decrease in woman depression and suicides. By women feeling thinner and better about themselves, it has lead to many women having a greater and happier outlook on life.