Should Clothing Brands Charge Higher for Bigger Sizes?

A viral tweet declaring that “smaller sizes shouldn’t have to subsidize larger ones” sparked heated debate across social media. Critics slammed the suggestion as “absurd and wildly offensive,” while others defended the logic of charging more for larger sizes due to increased material costs. One response from an Indian brand added fuel to the fire, emphasising the global relevance of the issue.

This isn’t just a debate about leggings; it’s a flashpoint for pricing strategy, ethics, and brand perception. It reveals how deeply pricing decisions intersect with cultural norms and customer expectations.

At KABEN Partners, we know that pricing isn’t just about numbers. In this article, we’ll explore the nuances of this debate, draw lessons from industries as diverse as fashion and airlines, and share insights into how brands can craft pricing strategies that work in a world where perception is everything.

The Myth of Cost-Plus Pricing

At first glance, the idea of charging more for larger sizes seems logical—larger garments require more materials. But pricing based purely on costs (known as cost-plus pricing) often ignores the most critical factor: customer perception.

For instance, a size 0 and a size 18 garment may cost different amounts to produce, but customers generally perceive them as offering the same value. This is where value-based pricing—setting prices based on what customers are willing to pay—becomes essential.

Industries beyond fashion illustrate this point. Airlines like Samoa Air introduced weight-based ticket pricing, arguing that heavier passengers increase fuel costs. While operationally sound, this move faced global backlash for being discriminatory. Similarly, in fashion, charging more for larger sizes risks alienating customers, particularly in markets where inclusivity and body positivity are non-negotiable.

Cultural Contexts and Pricing Sensitivities

Pricing carries deep cultural implications. Practices accepted in one context can cause outrage in another.

Consider BMW’s controversial subscription model for heated seats. While it offered flexibility, many customers felt they were being charged for features that should already be included. Similarly, washing machine manufacturers like Miele have introduced subscription fees to unlock certain washing modes, sparking debates about fairness.

In fashion, size-based pricing would likely clash with the growing cultural emphasis on inclusivity. Western markets, in particular, might view such pricing as discriminatory, even if rooted in cost differences. On the other hand, in markets where customisation is common, size-based pricing might meet less resistance.

Brands must carefully evaluate cultural perceptions before implementing pricing changes, as what works in one market might fail in another.

Dynamic Pricing Lessons: The Power of Perception

Dynamic pricing—adjusting prices based on demand or customer behaviour—is another area where perception plays a critical role. Ride-hailing platforms like Uber faced severe criticism for “surge pricing” during emergencies, despite the economic rationale behind it.

Clothing brands could learn from such examples. While size-based pricing might make economic sense, it risks being perceived as unfair or exploitative. Businesses must ask themselves: Does this pricing model align with our brand values? How will customers interpret it?

Actionable Strategies for Fashion Brands

Instead of focusing solely on costs, fashion brands can adopt these strategies to address size-related pricing challenges:

1. Uniform Pricing with Value Messaging: Maintain uniform pricing and emphasise inclusivity in marketing campaigns. Position the brand as one that values all customers equally.
2. Innovative Product Design: Explore modular or adjustable designs to reduce material differences between sizes.
3. Customer-Centric Transparency: If price differentiation is unavoidable, communicate it transparently and sensitively to avoid backlash.

Why Successful Pricing is Context-Dependent

Pricing strategies that succeed in one context can fail in another. For example, subscription-based pricing has revolutionised industries like software (Adobe Creative Cloud), but it faced resistance in the automotive sector when BMW applied it to car features.

In fashion, adopting a size-based pricing model might alienate customers who view it as counter to body-positive values. Instead, brands could follow the example of Starbucks, which charges premium prices not for cost reasons but for the overall experience it provides.

KABEN’s Expertise: Navigating Pricing Complexity

At KABEN Partners, we specialise in designing and implementing pricing strategies that align with business goals while respecting customer perceptions and cultural nuances. Pricing innovation is hard—it requires a delicate balance of operational logic, customer expectations, and market trends.

We’ve helped businesses across industries move from cost-plus to value-based pricing, using data-driven insights and tailored approaches to maximise revenue and customer satisfaction.

Whether you’re a fashion brand grappling with size-based pricing or a tech company exploring subscriptions, our expertise ensures your pricing model drives both profitability and brand loyalty.

Closing Thoughts

The debate over size-based pricing isn’t just about fashion; it’s a window into the complexities of modern pricing strategy. As businesses innovate, they must remember that pricing is as much about perception and values as it is about numbers.

Ready to reimagine your pricing strategy? Let’s make it happen.