Why Clothing Sizes Vary So Widely — And How Tellar.co.uk Fixes It

Why Is Sizing So Confusing?

Clothing sizes are broken. A UK size 10 at Zara may fit like a UK 6 at COS and a UK 14 at H&M. For consumers, the confusion is more than inconvenient — it leads to higher return rates, poor online shopping experiences, and unnecessary waste.

1. The Sizing Problem: No Global Standard

One of the most fundamental reasons for size confusion is that there is no international sizing standard. Each region — and even each brand — defines sizes differently.

2. Brands Use Different Fit Models

Clothing is designed using fit models — actual people whose body proportions influence how garments are cut and sized. This means that even if the label says ‘Size 10’, it may be graded from completely different base measurements.

3. Vanity Sizing Distorts the Labels

Vanity sizing is when brands intentionally downsize the number on the label to make consumers feel thinner. This creates a false perception of fit, leading people to assume they’re a smaller size than they are.

4. The Rise of Online Shopping = More Returns

In the UK, over 40% of fashion e-commerce returns are due to sizing issues. This isn’t just an inconvenience — it’s an environmental and financial burden.

5. Why Standard Size Charts Aren’t Enough

Even when brands publish size charts, they often use ranges, round measurements, or leave out key measurement points. Many brands also change their sizing seasonally.

6. How Tellar.co.uk Solves the Sizing Crisis

Tellar.co.uk cuts through the confusion by focusing on your actual body measurements. You enter your data and we return your correct size in over 1,500 brands instantly.

7. Technical Foundations: Measurement Matching Logic

Our recommendation engine uses your largest measurement to anchor sizing and compares it against real brand data to recommend the best fit.

8. Practical Example: Zara vs ASOS vs H&M

With the same body measurements, Tellar might return different sizes for each brand based on how they actually fit. This is the power of data-driven sizing.

9. How to Use Tellar.co.uk

Getting started is simple: measure yourself, log in at Tellar.co.uk, and use our store size lookup tool to find your fit.

10. The Future: Better Fit = Fewer Returns

Platforms like Tellar.co.uk are essential to reducing fashion waste and improving satisfaction. We offer integration-ready APIs and real-time accuracy.

Call to Action

Ready to stop guessing your size? Visit Tellar.co.uk now and get your perfect size in over 1,500 brands — instantly and accurately.