"There are currently huge variances between retailers, with a size 12 for example fitting differently depending which retailer or brand it is purchased from," Sender told BuzzFeed News.įor this reason, the most common reason for returns tend to be poorly fitting clothes, she said, especially online, where customers "cannot automatically know whether a garment will fit them without trying it on". Mintel research also shows that with the average size in the UK now a 16, fashion brands would do well to invest in developing plus-size clothing, which is a "significant area of growth". There is also, many have argued, a trend towards retailers investing in "vanity sizing" – making clothes with a little extra room to encourage people to feel good about themselves and purchase them. This is because retailers in the UK do not need to adhere to a strict set of guidelines on sizing. Tamara Sender, a senior fashion analyst, said Mintel's own research found that 83% of women want to see size standardisation across different brands. A fashion industry analyst from research company Mintel said people are becoming increasingly frustrated with the broad variation in sizing on the high street.
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