I was doing my weekly read-through of the Dallas Business Journal and this article caught my eye for some reason. It’s a study of how designer labels actually have larger waist sizes than comparable products with more mainstream labels. This phenomenon is being called “vanity sizing“.
The apparel study looked at more than 1,000 types and brands of women’s pants. They varied in actual size by up to 13 inches, in some cases. In other words, one size pant “6” might be 13 inches larger in the waist than another size “6” pant.
“And it seems that the more recognized the brand, the bigger difference,” she said. “So national brands like Ralph Lauren and Jones New York tended to run larger than private labels such as Route 66 and Honors.”
The pants with the biggest waists and smallest size numbers were typically the more expensive clothing brands, Kinley said. In her study she found that pants costing $100 or more were more likely to have vanity sizing, while pants under $50 were sized more consistently.
Kinley said designers practice vanity sizing because it creates customer loyalty, makes their patrons feel better and impacts their sales to retailers.
You ladies crack me up.