Vanity Sizing My Ass, Literally.
I am currently reading Brandwashed by Martin Lindstrom that my wife bought for me for Christmas. I love reading about business, marketing, health and the deceptions that coexist with each, so she definitely did a bad-assed job picking this one out for me. It’s about the tricks that companies use to manipulate our minds and persuade us to buy, all for the sake of making [even more] money. I came across this section that I had to share because I knew it was going on from my own experiences, but I was excited to see that there was some evidence to actually back it up:
…”vanity sizing,” a devious ploy by which stores make clothes bigger so we think we can fit into a smaller size. Many retailers have been doing this with women’s clothes for years, but the tactic is now starting to creep into the men’s sections of stores as well. When Esquire magazine sent reporter Abram Sauer into various stores with a tape measure, he found that pairs of men’s pants with so-called 36-inch waists actually ranged in size from 37 inches (at H&M) to 38.5 inches (at Calvin Klein) to 39 inches (at Gap, Haggar, and Dockers) to a generous 41 inches at Old Navy.
…today experts know full well that both genders will be more likely to buy a product that makes them feel trim and svelte.
Making people feel better about their size makes more money (wonderful), but how does this impact the general population’s current problems with obesity? If we constantly think we wear a size 6 (or size 36) then we can be getting bigger without even noticing. Our waists are growing, so are our clothes, and the number on the scale is going up.
It must be muscle, right? Because I have worn the same size for years.
What are your thoughts? Have you noticed “vanity sizing” yourself?