In China, many women are facing challenges when it comes to finding the right size in sportswear. Size S tends to sell out the fastest, while sizes M and L still fall within the slim figure category. Taller and heavier women often struggle to find sizes XXL or XL, which are frequently out of stock. As a result, many are left with no choice but to buy larger sizes and tailor them or opt for men’s styles instead.
Despite these market trends, international brands continue to offer limited size options in the Chinese market. For instance, XXL sizes are often unavailable in Nike stores, and lululemon, which offers sizes ranging from 0 to 20 in Western markets, only provides XS to XL sizes (equivalent to sizes 4-12 in European and American sizing) in their Tmall flagship store in China.
The difficulty in finding fitness apparel that fits properly has become a significant source of body anxiety, adding to concerns beyond just subjective body image.
Chinese Consumers with Normal Body Types Forced to Wear Larger Sportswear Sizes
Historically, the difference in body types between Western and Chinese populations was the primary reason for sportswear brands to offer smaller sizes in China. However, over the past 35 years, people—especially in China—have grown taller, with the country becoming one of the fastest-growing in terms of average height.
来源：网易文创
Data shows that the average height of Chinese people has been steadily increasing, narrowing the gap with Europeans and Americans. Factors such as economic growth, improved national strength, and a diet rich in protein are contributing to this trend, leading to an overall increase in height and body size.
Despite these changes, clothing sizes have not kept pace, resulting in many people with healthy body types in China only being able to buy the largest available sportswear sizes.
This issue is not limited to women’s sportswear; men also face similar challenges. For instance, a male fitness enthusiast, who stands under 180cm and weighs 80kg, experiences difficulty finding properly fitting sportswear, and often ends up purchasing larger sizes online and altering them to fit his muscular frame.
The root of this issue lies in China’s longstanding aesthetic preference for being “fair, young, and thin”
The trend of smaller clothing sizes in the domestic market is driven not only by the traditional perception of smaller body sizes among Asians, but also by distinct aesthetic preferences within the culture. Many major sportswear brands targeting the Chinese market do not feature plus-size models, further reinforcing this trend.
海外adidas大码专区 vs 国内adidas天猫旗舰店全部分类
The problem is especially notable when comparing international and domestic offerings. For example, in the UK, size M is standard for many women, but when returning to China, they can only find the largest size available in stores, often an XL, while international brands overseas offer a wider range of sizes.
Lululemon, a brand known for its inclusivity, has expanded its size range in Europe and the U.S. to size 20. However, in China, the brand’s flagship store only offers sizes ranging from XS to XL, which corresponds to U.S. sizes 4-12. This discrepancy is the result of domestic supply and demand dynamics, with smaller sizes selling quickly and larger sizes often relegated to clearance sections.
lululemon神裤Align海内外尺码对比
This situation reflects the dual dynamics of supply and demand in the domestic market. In Lululemon stores, size 4 is typically the fastest selling, while size 14, often discounted, tends to offer the widest range of color options.
On platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok), many young women are actively striving to lose weight to fit into a size 0 Define jacket. Despite having a normal BMI and a healthy body weight according to official standards, many Chinese girls still aim for size S clothing. Sizes L and XL are often seen as indicators of body imperfections, reflecting an ongoing pursuit of aesthetic ideals that align with slimmer body types.
While the backlash against the “BM fashion” trend signals a shift in aesthetic preferences, the sportswear industry in China still lags behind in offering more inclusive sizing compared to markets like Europe and the U.S.
Chinese Sportswear Needs to Embrace Inclusive Sizing
While the fitness industry is rapidly evolving, with activities ranging from indoor sports to outdoor adventures and from frisbee and running to group classes, yoga, and Pilates, the sizing of sportswear remains stagnant. There is growing diversity in the sports landscape, but this shift has not been mirrored in the available sizing options.
The anxiety around size, which is prevalent in everyday clothing, is even more pronounced when it comes to sportswear. Both offline stores and popular Taobao shops often contribute to body insecurity by offering limited size recommendations.
尺码带来的身材焦虑@抖音博主李蠕蠕
A survey by the fashion magazine Instyle found that out of 327 designers, only 9% offered sizes above 20, while 70% of them only provided clothing up to size 12 (equivalent to a medium size in China). Despite the efforts of influencers, fitness bloggers, and brands advocating for size inclusivity, the prevailing aesthetic in China still favors “thinness.”
Although influential figures in the fashion industry, including influencers, fitness bloggers, and luxury brands, have advocated for size diversity and inclusivity, the underlying societal preference for “thinness” remains a dominant aesthetic in China. According to Instyle, the focus on size inclusivity often comes across as superficial.
In comparison, sportswear brands, typically expected to be more inclusive and accommodating than high-end fashion, continue to struggle with limited size options, particularly in the domestic market.
Despite the ongoing push for aesthetic freedom, many consumers still find it difficult to access sportswear in standard sizes. The Chinese market urgently needs sportswear that accommodates regular sizing to meet diverse consumer demands.
