Amid a challenging retail climate and a luxury slowdown that’s seen sales dwindle across many of fashion’s flagship brands, labels have invested heavily in communicating quality and underlining that their goods are worth the price. But it seems very few are considering the impact of their product sizing on purchase decisions.
As new research from Vogue Business demonstrates, this could be misguided. Our findings show that poor fit (43 per cent) and inconsistent sizing (36 per cent) are among the top deterrents to purchasing a fashion item from a brand or retailer, after cost (50 per cent) and quality (50 per cent).
Vogue Business surveyed 687 Vogue, Vogue Business and GQ readers in the US and the UK to better understand how sizing affects their purchase behaviour and brand loyalty. Of the survey respondents, 51 per cent were mid-sized (US 6-12), 25 per cent were plus-sized (US 14+) and 18 per cent were straight-sized (US 0-4), while the remaining 6 per cent chose not to share their size.
Our findings revealed that many consumers, particularly mid and plus-sized, feel alienated by fashion brands, particularly luxury labels. Inconsistent sizing, poor availability and a lack of representation of different body types are not just practical barriers to purchase, but also have an emotional impact on consumers, driving alienation and limiting loyalty, at a time when brands need it most.
While we’ve spent a lot of time focusing on representation on the runway, it’s actually consumer sizing that’s affecting fashion shoppers most. Around half (48 per cent) of survey respondents said they “feel pressure to lose weight in order to feel fashionable”. And of those, 63 per cent cited challenges with sizing when shopping, with online brand campaigns (35 per cent), celebrities (44 per cent), influencers (46 per cent) and runway shows (36 per cent) among sources of this pressure.
So what are the key issues at hand, and where do we go from here? Here are the key findings.
Fashion doesn’t factor in curves or larger busts
According to our survey, more than a third (38 per cent) of consumers said they often return clothes because they are ill-fitting, with jeans (60 per cent) and trousers (53 per cent) typically presenting the biggest challenge, regardless of a person’s size.
When asked to elaborate on what issue they typically encounter when something doesn’t fit, the majority of respondents said garments were too small in one area and too big in another, as brands grade garments in a linear way, with the same waist-to-hip ratios for every size.
“[Brands should] consider different body types when creating garments, such as that a size 12 garment made for someone with no curves will not fit a size 12 for someone with curves. It’s not just about making a garment larger, it’s about considering different body types and proportions,” one mid-size respondent said.
Fuller busts are another key issue. Over a third of plus-size consumers most often find sizing issues with tops and shirts, compared with 24 per cent of mid-size and 21 per cent of straight-size consumers.
The qualitative data shows that large busts present issues for consumers across the board. “Brands do not make clothes for women with a large bust. Everything is designed for a smaller bust that can go braless and backless, or a big bust that’s also big in shape. For the women with a big bust who sit at a size 8-10, we have little to no options across the board,” one straight-size respondent said.
“I guess designers forget women have breasts,” said a mid-size respondent.
Multiple plus-size consumers also noted that more and more clothing is being made with polyester, which they have found to be unsuitable for bigger clothing as it is lower quality and becomes see-through when stretched; 41 per cent of consumers surveyed said they would pay a premium for fabrics that don’t become see-through when stretched.
“I absolutely resent paying good money for cheap fabrics, and find that as I get older I discard a lot of shops that charge a good amount of money for say a polyester shirt,” said one mid-size respondent. “This makes me dislike and distrust [brands], and I discard their whole range altogether.”
One respondent who found sizing inconsistent prefers to shop men’s because it’s more functional and reliable. “I do not like the fit on women’s items, they’re [often] cinched at the waist that may not be where my waist is. The quality of men’s clothing and shoes from the same brand are better than the women’s, and also pockets and accessories are more roomy and functional,” they said.
Consumers find sizing increasingly inconsistent between brands
The majority of consumers surveyed by Vogue Business (91 per cent) find that their clothing size changes depending on what brand they’re purchasing from. And when asked what deters them from purchasing from a brand or retailer, 46 per cent of plus-size respondents said inconsistent sizing, versus 34 per cent of mid-size and 25 per cent of straight-size. This is because there’s limited in-store availability of bigger sizes, so many consumers can’t shop IRL or try before they buy. When shopping online, they are either forced to “size bracket” and purchase multiple sizes, or risk a garment not fitting. Either way, it results in (sometimes costly) returns.
“[Inconsistent sizing] makes me less likely to shop, period. I hate having to send stuff back and go through the whole process of finding the right fit. That’s why it’s nice to shop in-store, but there usually aren’t as many options. And when shopping for more ethical and sustainable brands, in-store isn’t really an option,” said one mid-size respondent.
“I find it incredibly frustrating, especially since I end up questioning whether or not something will fit. I also hate having to return or exchange clothing, so I’m left wondering if I should even make the purchase,” a plus-size respondent said.
Part of the reason for the inconsistency is vanity sizing. The average body size has grown over time; in response, many brands have increased the measurements of clothing under each sizing bracket, to boost consumer confidence and avoid consumers suddenly finding their usual size is too small. Perhaps it works. “If it runs smaller, I feel bad. If it runs bigger, I feel good,” said one mid-size respondent. But without a shift to a universal sizing standard, consumers of all sizes can expect fit inconsistencies between brands, creating friction in the shopping experience.
Luxury labels: Limited availability
Our data demonstrates that the availability of sizes dictates where many mid-size and plus-size consumers can shop. Regardless of their size, consumers feel their size is more readily available from ultra-fast fashion labels like Shein (79 per cent) and high street brands like H&M (63 per cent) — “always or most of the time.”
When asked which types of brands respondents have purchased from, many plus-size respondents noted US-based plus-size fashion line Torrid, which launched in 2001 and sells fashion from size US 10-30, in-store and online. Elevated basics brand Quince was also mentioned by several plus-size respondents; its plus-size line runs from 1X through 3X (US 16-24). In recent years, Quince has emerged as a solid luxury alternative for price-sensitive shoppers, and has witnessed substantial growth, with revenues more than doubling from $140 million in 2022 to $340.3 million in 2024.
Half of the consumers surveyed by Vogue Business feel they are less likely to find their size at luxury brands. Twenty-seven per cent of plus-size respondents said they “can never” or “usually can’t” find their size among luxury offerings, compared with 16 per cent of mid-size and 12 per cent of straight-size respondents. Even for accessible luxury labels like Coach and Ganni, 22 per cent of plus-size respondents said they can never or usually can’t find their size, compared with 5 per cent of mid-size and 4 per cent straight-size shoppers.
“Higher end clothing hasn’t embraced ‘vanity sizing’ the way mainstream fast fashion brands have. It can be very disarming and discouraging to order a large from a higher end brand and have it fit like a small. It sends the message that high fashion is only for skinny people. Most people aren’t skinny, and it would be great if designers would acknowledge that we exist. I say this as a person who is mid-size at most,” one respondent said.
Consumers want design elements to allow for body changes
People’s weight fluctuates throughout their lives, yet our clothes are rarely designed to adapt. The majority of consumers (81 per cent) in our survey would pay more for a garment if it were designed to fit more comfortably, such as via adjustable elements that allow for body changes (47 per cent).
Some female-founded labels are creating solutions. Astrid Andersen’s label Stel, launched in 2024, has adjustable solutions hidden inside its tailored waistbands and integrates adjustable ties across its denim, shirting and outerwear. It’s based on the designer’s own frustrations with fashion’s rigid and inconsistent sizing.
“As a female having gone through different sizes and understanding how your body can change throughout a month and a year, it’s crucial for us to be able to hang on to our wardrobe and have our clothes go through life with us,” Andersen tells Vogue Business. “I very much believe that clothes are there to support your journey through life, and I hate nothing more than the idea of garments becoming punishment for not being a certain size on any given day.”
But why don’t more brands operate in this way? “It’s a good question — perhaps the customer hasn’t made this demand yet, because they have been told for so long to adapt to a certain body standard.”
According to our survey, just over a third of consumers would also pay more for shapewear to be incorporated into pieces, in addition to adjustable elements. Support for a larger chest is another feature popular among plus-size respondents in particular (48 per cent vs 26 per cent mid-size and 14 per cent straight-size).
The emotional toll of low representation
Alongside practical issues, there are emotional implications linked to sizing, too. Our data shows that poor fit and size exclusion lead to frustration, reduced self-esteem and negative perceptions of brands, particularly for mid and plus-size shoppers.
Thirty-four per cent of mid-size and 68 per cent of plus-size respondents feel “alienated” by the fashion industry in general due to their size, compared to 17 per cent of straight-size respondents, our survey shows. Zooming in on luxury, 45 per cent of mid-size and 74 per cent of plus-size shoppers feel alienated by high-end brands. “If the sizing runs small, I feel bad about myself and get a bit upset at the brand,” said one plus-size respondent.
Representation matters. And as we’ve noted, there’s been a major backslide in size inclusivity on the runway and in campaigns across recent years. The majority of consumers (57 per cent) feel that fashion brands do not adequately represent a variety of body shapes and sizes in campaigns, marketing and on the runway — and this feeling is stronger when thinking about luxury (68 per cent).
Size inclusivity remained minimal on the catwalk this season, despite ongoing demand from consumers and fashion week attendees.
While the actual fit is crucial, two thirds of consumers said they are more likely to buy from fashion brands who feature a variety of body sizes in their marketing (67 per cent); 29 per cent said they feel annoyed when brands only show straight-size models. On the flipside, 69 per cent of respondents feel positively about brands showing a combination of body types.
However, there was also some pushback on bigger body representation from some straight-size respondents who voiced concerns over being sized out of collections and alienated from fashion marketing themselves. A handful of mid and plus-size respondents said they prefer to see straight-size models in marketing as they view it as more “aspirational”.
This polarisation underscores how internalised our bias towards straight sizing is, and indicates that brands may need to show mid and plus-size bodies alongside straight-size to drive the best conversion. While most consumers may consciously want representation for all — and it’s important to prevent negative feelings in shoppers — a recent study from Florida State University shows that purchase intentions are greater when viewing ideal body types, versus those that are considered more realistic or plus-size. “People want to purchase products that help them achieve their ideal selves,” researcher Jessica Ridgway Clayton told Vogue Business.
In our qualitative research, several straight-size respondents were negative about the need for plus-size representation in particular. Others want there to be more representation of all bodies, without moving too far to the other end of the spectrum. “I think it’s great to have inclusive sizing, as long as they don’t shift the sizes to all be larger, sizing smaller people out,” one respondent said.
Better communication on size and fit
The main hurdle for high-end labels is increasing sizing ranges and availability, alongside representation for mid and plus-size consumers. But often, brands have used the excuse that extending sizing and even sampling for bigger models is costly in today’s challenging macroeconomic climate. Size inclusive designers like Sinéad O’Dwyer or Karoline Vitto often create multiple samples, which can be costly, or pre-cast models and custom make their look based on their dimensions.
Arguably, the outlay of size inclusive sampling would be offset by boosted sales from mid and plus-size shoppers. But if brands remain deterred, there are ways to improve consumer trust when it comes to sizing, where the lift is lower. Our survey shows that consumers want in-depth sizing information, so they can make more informed decisions about what to buy. When asked what changes they would like to see when it comes to fashion sizing, one mid-size respondent said: “Size charts, garment measurements… and photos with model measurements (not just ‘model is X height and wearing a size L’ — that’s not helpful unless you know her measurements). I would love to be able to compare garment measurements to things I own that fit well.”
Many startups have launched in recent years to help brands more accurately suggest the right size for consumers, using digital twins for virtual try-on and quizzes to determine body type, driven by AI. But currently, these tools are favoured by high street and premium players, with minimal luxury adoption.
Berlin-based Saiz was founded in 2021 by Marita Sanchez de la Cerda, who previously founded now-shuttered businesswear label Saenguin, and realised how unregulated sizing was in the market. “Everything relied on guesswork, outdated standards, and little to no connection between the people designing the product and those wearing it,” she says.
Saiz works with two AI models. One helps consumers find their perfect fit through AI-powered size recommendations, nudges and dynamic fit information on product pages. The other, helps brands fix the root cause — the product itself — by connecting their design and development teams with real customer body data, Sanchez de la Cerda explains. She currently works with labels like Jack Wolfskin and Bogner. Luxury brands are harder to attain, she says, because early sizing startups “failed to deliver on the promise of an elevated experience, which made them feel out of place in a luxury context”.
But brands would do well to reconsider. Saiz has seen its clients reduce return rates by 30 per cent, increase online conversion rates by as much as 70 per cent, and grow average order value by 10 to 15 per cent, once sizing information and fit accuracy are optimised.
While the accuracy of sizing information may be improving as brands adopt these tools, we still have a long way to go when it comes to the practical challenges — particularly among plus-size bodies. Many consumers are feeling pressure from the fashion industry and beyond to be straight-size, while the rise in GLP-1 weight loss drugs has also prompted a swing back to a culture that embraces thinness over diversity.
One straight-size respondent, who is largely favoured by the system based on our data, summed it up well: “Weight, age and gender should all be part of how each of us can embrace fashion. Fashion should display an array of human beings and not a particular genre.”
For a full rundown of all data from the survey, you can find our Advanced Report here.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
The editor s cut: A full data breakdown from the Vogue Business consumer sizing survey
The Vogue Business Spring/Summer 2026 size inclusivity report
The Vogue Business Autumn/Winter 2025 size inclusivity report
