The Case for Smarter Shopping: Why Brand Size Comparison Tools Like Tellar Are the Future of Fashion E-Commerce

In an age where convenience drives retail, online clothing shoppers are demanding more than just fast shipping — they want accuracy, personalisation, and confidence in every purchase. Yet one fundamental issue continues to frustrate consumers and retailers alike: inconsistent clothing sizes across brands.

Enter the brand size comparison tool — a practical, data-driven solution that has the potential to reshape how we shop online. At the forefront of this innovation is Tellar.co.uk, a free, browser-based platform offering real-time sizing recommendations across more than 1,500 brands.

This isn't just a consumer-friendly convenience — it's a commercial necessity.

Why Brand Size Inconsistencies Persist

Despite advancements in logistics and personalization, sizing remains one of the least standardized components of the online shopping journey. A consumer may wear a size 10 in Zara, a size 8 in H&M, and a size 12 in Reiss — all without changing their measurements.

This lack of consistency stems from:

The absence of global sizing standards
Varying regional frameworks (UK, EU, US)
Differing brand philosophies around fit (slim, relaxed, oversized)
The subjective nature of fashion design

The result? High return rates, reduced customer trust, and increased operational costs for e-commerce retailers.

The Impact of Sizing on the Industry

Over 40% of clothing returns are due to sizing issues
Returns cost UK fashion retailers hundreds of millions annually
The environmental impact of unnecessary shipping and processing is growing

Retailers and platforms urgently need smarter tools that solve this problem at scale.

What Is Brand Size Comparison?

Brand size comparison enables shoppers to input a known size in one brand and receive an accurate recommendation in another. It’s especially valuable when:

Shopping with a brand for the first time
Switching between high street and premium labels
Attempting to reduce the likelihood of returns

Unlike static size charts, comparison tools factor in:

Brand-specific sizing logic
Real-world garment measurements
Historical fit behaviour (e.g. “runs small”)
Region-specific conversion nuances

Meet Tellar: Data-Driven Size Matching at Scale

Tellar.co.uk is a UK-based solution designed to make online shopping smarter. It helps users:

Compare their size across over 1,500 brands
Input either direct measurements or a size from a familiar label
Instantly receive size suggestions tailored to the target brand

And it’s entirely free, web-based, and designed with mobile responsiveness in mind — no downloads, no plugins, and no data gatekeeping.

How It Works

Choose a method:
- Use your body measurements, or
- Input your size in a known brand
Select a target brand
Instantly receive a personalised size recommendation, adjusted for brand-specific fit characteristics

Example: A user who wears a Medium in Uniqlo may be recommended a Large in COS — a nuance that’s rarely reflected in traditional size charts.

Business Benefits: Why Retailers and Platforms Should Care

While Tellar is a consumer-facing tool, its functionality speaks to larger B2B opportunities:

✔️ Lower Return Rates

Smarter sizing reduces the volume and cost of returns, including shipping, processing, and restocking.

✔️ Increased Conversion

Shoppers are more likely to complete purchases when sizing uncertainty is removed.

✔️ Customer Loyalty

A better fit builds trust — and trust builds repeat business.

✔️ Sustainability

Reduced returns mean fewer emissions, less packaging waste, and more efficient logistics.

What’s Next for Tellar?

Tellar is actively expanding its capabilities with:

A Chrome extension to display sizing directly on brand websites
Fit preference tuning (e.g. loose, regular, fitted)
Saved profiles to streamline repeat usage
B2B integration opportunities for fashion retailers and marketplaces

Final Thoughts

The future of e-commerce will be shaped by tools that remove friction, not just from payment and delivery, but from fit and confidence.

Brand size comparison — powered by platforms like Tellar — represents a scalable, user-centric approach to one of the fashion industry's most persistent challenges.

Whether you’re a retailer, developer, strategist, or shopper, it’s time to embrace smarter sizing.