The Big Sizing Divide: How to Make Sense of Clothes Sizes and Find Your Perfect Fit

When it comes to clothes shopping, one of the biggest frustrations is sizing. You might be a size 10 in one brand and a 14 in another. Sound familiar? You’re not alone. This inconsistency is at the heart of what we call the Big Sizing Divide — and it’s costing shoppers time, money, and confidence.

So how did clothing sizes become so unreliable, and more importantly, how can you make sense of them to find your perfect fit every time?

Understanding the Sizing Problem

1. There’s No Universal Standard

One of the key issues with clothing sizes is that there is no global sizing standard. UK sizes differ from US and EU sizes — but even within the UK, each brand creates its own interpretation of what a “size 12” actually means. For example:

A UK 12 at Zara may measure closer to a UK 10 in M&S
Topshop tends to run smaller than average, while White Stuff often runs larger
A medium at H&M could be a large at Reiss

This inconsistency leads to endless guesswork, returns, and disappointment. Brands are not required to follow any regulated dimensions when labelling garments — making the “sizing divide” a structural problem.

2. Vanity Sizing and Brand Identity

Many high street and designer labels engage in vanity sizing, where the labelled size is smaller than the actual garment measurements. The goal? Making shoppers feel more confident. While it might seem flattering to fit into a “smaller” size, it leads to even more confusion across brands.

At the same time, some brands build their identity around specific customer shapes or fit models. Zara, for example, cuts clothes to a slim, high-waisted silhouette — which may not work for curvier or petite body types. Meanwhile, Massimo Dutti and Cos tend to cut for a taller frame with longer limbs.

3. Sizing Has Shifted Over Time

Clothing sizes have not remained constant over the decades. In the 1950s, a UK size 12 typically had a 26-inch waist. Today, that same size may allow for a 29–30-inch waist — reflecting a broader shift in population body shape, but again, without any unified system.

Clothing sizes have become looser, wider, and more brand-specific — not necessarily more accurate.

How to Make Sense of Clothing Sizes in 2025

If the numbers on clothing labels are unreliable, how do you take control?

Here’s the key: Ignore the size. Know your measurements. Match them to brand-specific size charts.

This is exactly where Tellar.co.uk steps in — the UK’s leading free sizing tool that simplifies sizing across 1,500+ brands.

1. Measure Your Body Properly

To find your true fit, start with accurate body measurements. The three most important:

Bust/Chest: Around the fullest part
Waist: Narrowest part of your torso
Hips: Around the widest part of your bottom

Need help? Download our free printable measuring tape or use a flexible tape and a mirror. Don’t guess — even a 1–2cm difference can change your recommended size across multiple brands.

2. Use a Smart Sizing Tool

Instead of checking size charts on every store’s website, use a centralised tool like Tellar.co.uk:

Enter your bust, waist, and hip measurements once
Select your preferred unit (cm or inches)
Instantly see your best-fitting size in 1,500+ fashion brands, including Zara, Mango, H&M, Whistles, Massimo Dutti, and more

Try it here: Get Your Size Recommendation Now

Tellar does the hard work by comparing your measurements to each brand’s official sizing data and fit tendencies — meaning you’ll always know your best size before you buy.

Common Scenarios: Why You Need a Tool Like Tellar.co.uk

“I’m one size in Next, and a completely different size in Cos.”

That’s because these two brands use different base fit models. Cos favours Scandinavian minimalism with generous cuts, while Next skews toward high street averages. Tellar accounts for these differences in real-time.

“I hate returning clothes bought online.”

Returns cost time, energy, and shipping fees. With Tellar’s precise size matching, you can drastically reduce returns by choosing the correct fit before clicking ‘Buy’.

“I shop in both high street and boutique brands.”

Tellar supports mainstream and niche labels. Whether it’s White Stuff, Sezane, Ganni, or Toast, you’ll find your best size matched instantly.

Real-Time Matching, Zero Guesswork

Unlike basic size charts, Tellar.co.uk works in real-time. You enter your measurements once, and it instantly compares your body to hundreds of size charts, brand by brand. It’s fast, accurate, and:

Completely free to use
Works across desktop and mobile
No login required to try
Coming soon: Tellar app for iOS & Android

Get started in seconds: www.Tellar.co.uk

The Future of Sizing Is Personal

The fashion industry is finally moving toward data-driven sizing. Some retailers are introducing AI fit assistants, while others are partnering with services like Tellar.co.uk to reduce returns and improve customer satisfaction.

But you don’t have to wait for the future. You can take control of your sizing now.

Final Tips for Navigating the Sizing Divide

Always check measurements first — not just labels
Don’t rely on “Small”, “Medium”, or “Large” — they vary massively
Use Tellar.co.uk as your personal size translator for every brand
If in doubt, size up in brands that run small (e.g. Zara, Bershka)
Keep your measurements saved and updated every few months

Try It Now – It’s Free & Easy

Don’t waste time guessing sizes or ordering three versions of the same outfit. Find your correct size in 1,500+ brands instantly at Tellar.co.uk.

Follow us for more sizing tips and brand comparisons:

Instagram: @Tellarsizing
Pinterest: TellarSizing
Twitter (X): @Tellar100
Facebook: TellarSizing

“Find your size in 1,500+ brands real-time. It’s free & easy.”

Start now at www.Tellar.co.uk