One day back in college, I was shopping for some clothes in Yamaguchi. I found a shirt that fit just right, but when I took it off and looked at the tag, I was surprised to see the size listed as “LA.” Curious, I asked the salesperson what it meant, and was told it was an abbreviation for “large athletic,” meaning it was cut for a person with large shoulders and a slim waist.
I’m not sure how much of that was really reflected in the design, but the unexpected written compliment put me in such a good mood I bought the shirt right away, and still have it to this day.
Of course, this sort of psychology can cut both ways, and I’m not sure how one Japanese clothing manufacturer expects to drum up sales by calling out its larger customers in the least delicate way.