The model‐sizing dilemma: The use of varied female model sizes helps the impressions of brand values but hurts shopping ease

Consumer demand for size‐inclusive fashion is growing, including the call for clothing to be modeled in larger sizes. This call has prompted brands to decide how to model their clothing, in particular, on category pages (i.e., webpages where consumers compare different items). Should brands use varied model sizing, where clothing is presented using models of various sizes? Or should brands use traditionally thin models who are the same nonvaried model size? This research explores female consumers' responses to varied model sizing. Across five studies, we demonstrate a model‐sizing dilemma where female consumers rate impressions of brand values higher but rate shopping ease lower when brands use varied rather than nonvaried model sizing. We show the decrease in shopping ease is driven by lower perceptions of organization during the shopping experience. Importantly, we find that this dilemma can be mitigated by displaying varied model sizing in a more organized manner using hover and filter features.