[2][3] This works by adhering to the theory of compensatory self-enhancement, as vanity sizing promotes a more positive self-image of one upon seeing a smaller label.
[15] The phenomenon has also been noticed in the United Kingdom, where a 2011 study found misleading labels on more than half of checked items of clothing.
Although it may seem like a marketing tactic to boost sales, it potentially has an impact that affects consumers' psychological well-being, purchasing behavior tendencies, and self-image perceptions.
Research studies show that vanity sizing is a key factor in a consumer's ideal body image and self-esteem.
The study claims that smaller-size labels can promote more positive mental imagery about one's self-image, viewing oneself as thinner and more attractive.
The flip side of vanity sizing was concluded from their study, which showed that this only sometimes stops people from buying clothes.
While vanity sizing may seem a good advantage for store retailers, it can also change customers' trust if they feel deceived.
Customers may lose trust in retailers if they feel they have been deceived by vanity sizing, which could alter their perspectives of a brand.
[21][page needed] Later in the article, it says retailers should be truthful about the sizing information if they want to sustain more positive customer relationships.
[21][page needed] Negative effects, such as dissatisfaction with a purchase or less trust, may result from practices that retailers participate in when sizing labels.
[17][page needed] In contrast, however, the study also found that children's and men's apparel brands show no vanity sizing practicing on clothes.
The fashion industry's sizing standards may reflect gender disparities or pose challenges when conforming to marketing strategies or ideal societal body image.