In a world that often dictates beauty standards, embracing your unique body shape is an act of self-love and acceptance. Whether you're shopping for yourself or looking for the perfect gift for a loved one, choosing items that celebrate individuality can be empowering.
The Influence of Body Image on Shopping Behaviour
Research indicates that body image significantly influences consumer behaviour. Negative body perceptions can lead to avoidance of social interaction in retail spaces and even develop into compulsive shopping habits. Online shopping, while convenient, has been found to lower self-esteem due to unrealistic body comparisons. The fashion industry, with its often narrow representation of body types, can exacerbate these issues.
Why don’t sizes fit
The common frustration among shoppers is that they don’t get sizes which understand and appreciate Indian body types. The current size chart still uses US and European sizes to manufacture and sell garments in India.
INDIAsize is a scientific research initiative by the Ministry of Textiles in association with NIFT, aimed at collecting anthropometric data from a statistically justified sample to create a database of measurements that truly represents the entire Indian population. This data will lead to the creation of a Size Identification Number for customers through the mapping, categorisation, and definition of their body shape and size, thereby establishing a body size standard for the Indian population.
With 1.38 billion people, India is a country of extraordinary diversity, featuring varied body sizes and shapes.
Apparel retailers are facing increased product returns, walkouts from stores with no purchases, loss of sales due to the unavailability of the correct sizes, and disgruntled customers.
The need for standardisation of human body sizing is of paramount importance. INDIAsize will provide a comprehensive representation of the body shapes and sizes of the entire population.
Practical Tips for Finding the Right Fit
- Guidance by body shape:
o Hourglass → Cinched waists, structured fabrics
o Rectangle → Patterns, belt styling
o Trapezoid → Defined shoulders, A-line hems
o Bottom Hourglass → Emphasis on upper body designs
Celebrating Change: The Body Positivity Movement
Retailers are beginning to recognise the importance of body diversity in marketing. Some brands now feature models of various shapes and sizes, fostering a more inclusive shopping experience. As consumers, supporting businesses that prioritise body positivity can drive meaningful change. Also, a better representation of different shapes in retail and media empowers women. For instance, Sakshi Sidhwani (Fashion Influencer), Sarah Sarosh (Beauty Influencer) and Masoom Minawala (Global Influencer, Entrepreneur), Dolly Singh (Digital Creator), Komal Pandey (Fashion Influencer) are walking the talk by being vocal about body positivity and inclusivity.
Final Thoughts
Your body is uniquely yours, and the gifts you choose should reflect that. Whether it's a wardrobe refresh or a thoughtful gesture for a friend, celebrating individuality through shopping is a powerful way to embrace self-love.