So many info on such a small piece of fabric: the label of the garment. If some help us see more clearly, others can confuse us with the brain. Some brands also use a rather common indication to push us to buy illico …
It is one of the greatest mysteries of ready-to-wear, even humanity (it is barely exaggerated). Problem shared by countless women, it has been raging for many years. The song, you know it. Here you are launched in a shopping trip to do shop weighing and renew your dressing room: clothes parade, run. Over the stores, your size differs without you knowing why: you are doing S here, L there … However, nothing has changed from point A: you are the same woman.
Well there is a very simple reason for this: the brands do not have the same size standards. In 2021, the 44 at COS had a 72 cm waist against 76 at H&M (Daily Mail) … This indication appearing on the label of the garment is therefore not 100%reliable. And if we believe that it is the fruit of chance, we are totally wrong … For certain brands, it is part of a strategy well thought out to push us to buy: the “”Vanity sizing“.
Thus, they expressly give a smaller size to an intrinsically large garment, so that we think that we are “thinner” than we really are. A sweater corresponding to Msnsurations M will be labeled S, for example. The idea is to take advantage of beauty standards; to play on psychology and self -esteem of the potential client.
In doing so, we flatter her ego by making her think that she corresponds to the criteria of society, we push her to feel beautiful specifically in this garment and we encourage her to spend her money. By labeling the clothes “downward”, we also make sure that everything she tries in the cabin will necessarily go like a glove … enough to multiply sales.
But other labels can take the opposite and bet on the opposite strategy – namely, indicate, on their clothes, sizes smaller than reality. According to science, this process would also be involved in purchase, paradoxically (Journal of Consumer Psychology). Hit in his ego, the person to whom the garment does not go, will want to compensate by buying another product beneficial to his self -esteem: makeup, a perfume, an accessory …
“A larger size leads to a negative assessment of clothing, but can also lead to compensatory consumption of other products (…) consumers then react more favorably to products that can help restore their self -esteem in terms of appearance or to assert it in another field.” No need for a seller to flatter the consumer: the label is already doing the job, effortless.
