Beyond the Size Tag: Individual Differences in Body Perceptions Shape Responses to Clothing Size Labelling

Clothing size labels are a salient interface between consumers and apparel products and have been suggested to influence body image and emotional responses. This study experimentally examined whether different clothing size labelling systems—category-based versus colour-based—affected women’s state body image and mood when isolated from garment fit and shopping context. Sixty-seven women participated in a laboratory-based apparel simulation in which standardized body measurements were taken and size feedback was delivered. State body dissatisfaction, feelings of fatness, weight concern, and mood were assessed at three time points (baseline, post-measurement, post-feedback). In addition, participants’ attitudes toward size labelling systems and retail sizing practices were assessed to contextualize experimental findings. Results showed no differential effects of labelling system or measurement procedure on any outcome. Across all domains, state responses were strongly predicted by baseline perceived body-related states, whereas experimental condition and objective body size (BMI) did not account for change over time. Post-experimental responses indicated widespread dissatisfaction with existing sizing practices Together, these findings suggest that clothing size labels alone do not alter body-related experiences; rather, they reflect and stabilize pre-existing self-perceptions when detached from embodied and contextual clothing cues. The results highlight important boundary conditions for the psychological impact of size labelling and underscore the need to consider individual differences in research on apparel-related body image.