Millions of British women splurge on too-small clothes as an incentive to help them shed flab, a new research has revealed.
According to the research, nearly a third of women deliberately buy dresses which are too small for them as they are determined to slim down enough to fit in to them one day, the British media reported.
The research, based on a survey of people across Britain, has also found that on average these women confessed to buying three under-size items of clothing each. This means about 24 million dresses, skirts, blouses and trousers hanging idly in the wardrobes as their owners battle to fit into them.
What's more interesting is that the survey has uncovered Scots as the biggest purchases women make, with one in six claiming to own ten or more items they have bought knowing they are too small.
"If slipping into a little black dress or a smaller jean size is something someone finds motivating, then buying an under-size garment could be a very sensible investment.
"Many people, women especially, have a daily reminder of their size in the form of an item of clothing they want to fit into one day. Deliberately buying these clothes could be an effective strategy.
"Taking control of weight loss is all about setting realistic goals and then taking action to achieve them," said Christine Evans of Lloyds Pharmacy's weight management specialist, which commissioned the survey.
However, it is not just women who buy small clothes as a weight loss incentive; according to the research by the chain, 12 per cent of men do so as well.