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Marketing’s Dark Arts: About “Vanity Sizing”

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Marketing’s Dark Arts: About “Vanity Sizing”

More fascinating insider marketing information from Martin Lindstrom’s “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy”*.

Ever heard of “vanity sizing”? That’s the phenomenon that explains why you can still fit into size-36 pants, even though you’ve gained 20 pounds in the last two years. The dirty truth is, those size-36 pants aren’t size-36 anymore.

When a national men’s magazine sent a reporter into a variety of men’s clothing stores, he found wide variance in the waist sizes for pants listed as size-36. These sizes ranged from a snug-ish 37 inches (at H&M) to an expansive 38.5 inches (at Calvin Klein) to a positively billowing 41 inches at Old Navy.

The reason? Men want clothing that makes them feel trim and svelte**. Fitting into a waist size you doubted you could still squeeze into makes you feel trim and svelte.

&#8220 Men want clothing
that makes them feel
trim and svelte. &#8221

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Lesson: start thinking about what you can do to make customers feel better about themselves. Be careful when trying to put rings on customers with oversized fingers. If you think there might be a problem, maybe try sizing the person’s finger first. Once you have a measurement, you can concentrate on styles where you have larger samples available, while letting the customer know about the availability of resizing for other styles.

Another lesson: make sure your lighting is flattering to your customer wherever you have mirrors in your store. Have you checked your bathroom lately? It might seem like unimportant lighting to get right, but it’s actually might be one of the most important — being the one place that people really take time to look at themselves and make judgements. Your goal? Get them to say: “You know what? I look pretty good. And that feels great. Time to reward myself with a piece of jewelry!”

* Martin is speaking at The SMART Jewelry Show, coming April 13-15 to Chicago’s Navy Pier, as part of the show’s “Masters of Marketing” study emphasis. Register for the show here.

** This is the main reason the present writer has never, ever bought anything from Abercrombie & Fitch. Their clothes tend to fit me like a sausage casing.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Marketing’s Dark Arts: About “Vanity Sizing”

Published

on

Marketing’s Dark Arts: About “Vanity Sizing”

More fascinating insider marketing information from Martin Lindstrom’s “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy”*.

Ever heard of “vanity sizing”? That’s the phenomenon that explains why you can still fit into size-36 pants, even though you’ve gained 20 pounds in the last two years. The dirty truth is, those size-36 pants aren’t size-36 anymore.

When a national men’s magazine sent a reporter into a variety of men’s clothing stores, he found wide variance in the waist sizes for pants listed as size-36. These sizes ranged from a snug-ish 37 inches (at H&M) to an expansive 38.5 inches (at Calvin Klein) to a positively billowing 41 inches at Old Navy.

The reason? Men want clothing that makes them feel trim and svelte**. Fitting into a waist size you doubted you could still squeeze into makes you feel trim and svelte.

Advertisement

&#8220 Men want clothing
that makes them feel
trim and svelte. &#8221

Lesson: start thinking about what you can do to make customers feel better about themselves. Be careful when trying to put rings on customers with oversized fingers. If you think there might be a problem, maybe try sizing the person’s finger first. Once you have a measurement, you can concentrate on styles where you have larger samples available, while letting the customer know about the availability of resizing for other styles.

Another lesson: make sure your lighting is flattering to your customer wherever you have mirrors in your store. Have you checked your bathroom lately? It might seem like unimportant lighting to get right, but it’s actually might be one of the most important — being the one place that people really take time to look at themselves and make judgements. Your goal? Get them to say: “You know what? I look pretty good. And that feels great. Time to reward myself with a piece of jewelry!”

* Martin is speaking at The SMART Jewelry Show, coming April 13-15 to Chicago’s Navy Pier, as part of the show’s “Masters of Marketing” study emphasis. Register for the show here.

** This is the main reason the present writer has never, ever bought anything from Abercrombie & Fitch. Their clothes tend to fit me like a sausage casing.

Advertisement

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Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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