As a store owner, you want to make shoppers happy. But to do that, you need to understand what your customers are really looking for. Otherwise, you might implement changes that make the user experience worse instead of more enjoyable. Vanity sizing is a case in point.
What Does Vanity Sizing Mean?
Vanity sizing is when brands adjust the way they size clothing in order to flatter their customers. For example, the same jeans listed as size 12 before turn into size 8, even though the measurements are identical. Or large clothes end up as size medium instead, usually with some “creative” number ranges.
Are Clothes Smaller Today Than in the Past?
In 1960, the average 30-something woman in the U.S. weighed 138 pounds, and men 169 pounds. These days, the majority of women weigh 171 pounds, and the average for men is nearly 200 pounds. But thanks to vanity sizing, most Americans still shop for S, M, L, and XL clothes.
Some brands intentionally use smaller clothing sizes. There were no size “0” clothes in the 1960s, but today you can even find size 00 for dresses and jeans. Big retailers such as Abercrombie & Fitch, Zara, Forever 21, Victoria’s Secret, and Old Navy have all been guilty of vanity sizing.
Why Is Vanity Sizing Popular With Retailers?
Shoppers who are happy about the clothes are more likely to make a purchase. What woman hasn’t dreamed about slipping into a sexy red size 6 dress?
The psychology behind vanity sizing was probably true when most people used fitting rooms. After all, what did jean tag sizes matter as long as they had an attractive fit?
This reasoning doesn’t translate well to online stores. Vanity sizing means today’s shoppers are more likely to be frustrated than satisfied. Over 60% of women wear at least size 14, so the decision you make impacts a huge portion of your customer base.
Is Vanity Sizing Good or Bad for Your Shopify Store?
Today’s shoppers want a fit that flatters their figure, but they also want accurate information. A quick look at online reviews shows that true-to-size clothing gets high ratings, whereas deceptive sizes usually end up with complaints.
Think about it from the point of view of your customers. They spend time browsing for a head-turning dress and eventually find one that captures their heart. After several days of waiting, the dress arrives — and is way too small. How frustrating!
At best, you can bet the person will return the item, and they will probably (a) not buy from you again or (b) order a range of sizes next time and return most of them. Worse, they may complain online, turning away other potential customers.
In every case, your business loses. Vanity sizing simply doesn’t work in a world where body positivity and e-commerce lead shopping habits.
How To Solve the Vanity Sizing Issue
You can give your customers the experience they deserve — even if you sell name-brand clothes — by adding accurate size charts to every product page. Use body measurements (e.g., hips, waist, and bust) alongside conventional tags.
Adding these user-friendly features to your store is a breeze. The secret is to use a Shopify size chart app like Kiwi Sizing. Solve vanity sizing and provide an amazing buyer experience every time.
