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Vanity sizing proliferates partially because if you had an item in size 8 and an item in size 12 and they both fit, which would you buy? Often women are more likely to buy the smaller size.
Totally. This really, really annoys me because I'd like to think women are smarter than that, but I can't exactly claim to be immune. I like to wear a UK 8, and if I need the 10 I get sad, even though I have 8s that are manifestly bigger than some 10s! And my mum has some 10s from when she was in her twenties and lemme tell you - I can *just about* squeeze into them...if I don't breathe too much!
Another thing shops do is put 'thin' mirrors in changing rooms. So you think you look better in their clothes than you really do, and buy them. I'm a sucker for that one, too