British women waste up to £650m buying summer outfits which do not fit because they refuse to admit they have put on weight over the winter, research out today has claimed.
Many admit they are ’in denial’ about the extra pounds they have gained and are determined to buy skimpy outfits for the hot weather in a smaller dress size, said the study by Special K.
The study of 1,000 women found others buy skirts and tops in a smaller size because it acts as an incentive to lose weight in time for work and holidays when the sun shines.
But it means one in four are spending £50-£100 on clothes which stay in the wardrobe because they do not fit and one in five spend even more than that, Special K said.
Laura Keay, from Special K, said: "The good weather at the moment is often the spark for a wave of summer dieting by British women, we found.
"Women do not want to buy a new summer wardrobe because it means they are admitting they cannot fit into last year’s so they either lose weight or feel the squeeze.
"And this year, unlike others, financial reasons are also a major factor behind Seasonal Wardrobe Syndrome. So it is even more important to be able to wear last year’s clothes."