Why Do Clothes Sizes Vary So Much Across Brands?

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Introduction: The Universal Sizing Problem

You’re a size 10 at Mango, a size 12 at Zara, and a size 8 at COS — all with the same body. You haven’t gained or lost weight, but your size seems to change with every shop. Why?

The answer lies in the complete lack of industry-wide standardisation. While shoes have relatively consistent sizing systems, clothing does not. Every brand has its own approach, its own “fit model”, and its own sizing chart — and these differences can be dramatic.

This inconsistency affects everybody, but there is now a smart solution that bypasses the problem entirely — Tellar.co.uk, the UK’s leading free sizing tool that instantly tells you your size in over 1,500 brands based on your measurements.

Let’s unpack why this problem exists — and how Tellar.co.uk solves it.

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1. There Is No Universal Clothing Size Standard

Unlike shoe sizes (which follow a semi-universal conversion scale), there is no global standard for clothing sizes.

Each brand can:

• Create its own size chart

• Choose its own body type as the reference

• Change sizing over time without notifying customers

This means a “Size 12” is completely subjective. In one shop, it may correspond to a 30-inch waist. In another, that same size might fit a 27-inch waist.

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2. Vanity Sizing Skews the Numbers

Vanity sizing is the practice of labelling larger clothes with smaller size numbers to appeal to shoppers’ egos. For example, a garment that would have been labelled a size 14 in the 1990s might now be tagged as a size 10 or even an 8.

The result? You may think you’re shrinking, but it’s really the labels that are changing, not your body.

Vanity sizing isn’t consistent either — different brands apply it differently, which adds to the confusion.

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3. Each Brand Uses Different Fit Models

Brands design clothes around “fit models” — real people whose bodies are used to define that brand’s sizing baseline. The issue is, every brand uses a different model:

• Some use tall, straight-figured bodies

• Others use petite or curvy body types

• High-end designer brands often design for slimmer, sample-size bodies

• High-street brands may accommodate more common UK proportions

So even if two brands use the same numerical sizes, their clothes will fit differently because the starting shape was different.

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4. International Sizing Systems Conflict

Add globalisation into the mix, and things get even messier. UK, US, EU, and Asian sizing systems all differ — and brands don’t always convert them correctly.

For example:

• A UK 10 is a US 6 and an EU 38 — in theory.

• But in practice, sizing shifts by brand and country of manufacture.

Brands like Zara (Spain), H&M (Sweden), or Uniqlo (Japan) may list UK sizes, but they still cut their clothing according to their own region’s average body type.

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5. Sizing Differs Across Product Types

Even within the same brand, sizes are not consistent. A size 10 in a blazer might not match a size 10 in trousers from the same store.

Why?

• Different fabrics (stretch, knit vs woven)

• Different designers within the same label

• Loose-fitting garments being sized “generously”

This is why many customers find themselves needing multiple sizes for different pieces, even from a single brand.

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Real Example: Same Body, 6 Different Sizes

Let’s take a woman with these measurements:

• Chest: 92cm

• Waist: 74cm

• Hips: 99cm

Here’s what Tellar.co.uk would recommend for her across brands:

That’s 6 sizes for 1 body. Without guidance, you’d have to check every size chart manually — or return half your order.

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How Tellar.co.uk Solves the Sizing Chaos

Tellar.co.uk is the UK’s leading free clothing size tool, built to give shoppers instant, brand-specific size recommendations using their real body measurements.

🔧 How It Works:

1. Enter your chest, waist and hip measurements at Create Your Profile

2. Choose cm or inches — Tellar works with both

3. Use the Store Size Lookup Tool to see your size in any brand

4. Get instant results, no login required

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Use Case: Skip Size Charts Forever

Once your measurements are saved, you can look up any shop — whether you’re shopping at COS, Next, Mango, Zara, Reiss, or hundreds more.

And if you don’t know your measurements but do know your size in one brand, you can create a profile using that instead. Just head to the Login Page and follow the “I know my size in a store” option.

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Tellar vs In-Site Tools

Most in-store size tools:

• Only work on that brand’s website

• Use crowdsourced reviews or vague averages

• Don’t let you search other brands

• Require browser extensions

Tellar is different:

• It works across 1,500+ brands

• No extension or app required

• Accurate and updated regularly

• UK-based, built for real shoppers, not stylists or influencers

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Key Features of Tellar.co.uk

• ✅ Works for men and women

• ✅ Uses both cm and inch units

• ✅ Works on desktop and mobile

• ✅ Free measuring tape printable for accuracy

• ✅ Compatible with high street, boutique and luxury brands

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Get Started in 60 Seconds

Stop wasting time with size charts. Just measure yourself once, and Tellar does the rest.

🔗 Create your free profile

🔍 Look up your size now

🔁 Update your measurements anytime

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Stay Updated with Tellar

Follow us for new brand drops, sizing updates and real-life fit stories:

• Instagram: @Tellarsizing

• Twitter (X): @Tellar100

• Pinterest: https://www.pinterest.co.uk/TellarUK

• Facebook: https://www.facebook.com/TellarSizing

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Final Word: Your Size Shouldn’t Change, Just the Shop

Your body hasn’t changed. The size label has. With Tellar.co.uk, you stop fitting into brands and start making brands fit you.

🟢 Find your size across 1,500+ shops today — It’s free & easy.