Why Clothing Brands Have Differing Sizing Charts

And How You Can Shop Smarter Without the Confusion

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Introduction: The Sizing Dilemma

You find the perfect dress online, select your usual size, and wait excitedly. When it arrives, it’s too tight — or worse, way too big. You double-check the size chart… but it’s different from the last brand you bought from.

This is the modern fashion dilemma: the number on the label means something different in every shop. Why? Because clothing brands all use different sizing charts, often with little explanation.

In this article, we’ll explore exactly why sizing charts vary from brand to brand — and how Tellar.co.uk gives you a way to find your real size across 1,500+ brands using your actual measurements.

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1. There’s No Universal Standard for Clothing Sizes

The biggest reason for sizing variation is simple:

👉 There is no global or UK-enforced sizing standard for clothing.

While shoes tend to follow semi-universal sizing (e.g. UK 6, US 8, EU 39), clothing is the Wild West. Each brand creates its own internal size chart and assigns numbers (6, 8, 10, etc.) however it chooses.

What this means for you:

• A UK size 10 in one brand might be a size 8 in another

• Two garments labelled the same size can differ by up to 4 inches

• Even within the same shop, sizing can vary by category

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2. Brands Use Different Fit Models

Every brand designs its clothes around a fit model — a real person used to define the measurements behind each size.

But here’s the catch: every brand chooses a different fit model.

For example:

• COS often uses tall, straight-framed fit models

• White Stuff designs for fuller, curvier figures

• Zara uses narrower cuts, often based on European samples

So even if the size label is the same, the proportions (torso length, shoulder width, hip shape) can vary drastically.

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3. Vanity Sizing Distorts Reality

Vanity sizing is when brands label larger garments with smaller size numbers to make customers feel better about the size they wear.

For example:

• A 30-inch waist may be labelled a size 12 in one shop and a size 10 in another

• Some shops deliberately downsize their numbers to keep up with competitors

This leads to massive inconsistency — and confusion when you try to shop across multiple brands.

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4. International Conversion Adds to the Chaos

Brands that sell globally (e.g. Zara, H&M, Mango, Uniqlo) use regional conversion charts, which are often unclear or imprecise.

Some brands post inaccurate conversion tables or change them across product categories. Others don’t post one at all.

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5. Fabric Type & Garment Category Affect Sizing

Sizing also changes based on:

• Fabric (stretch fabrics may fit tighter or looser)

• Fit style (relaxed vs tailored vs oversized)

• Category (e.g. dresses vs jeans vs jackets)

A size 12 jersey dress might be forgiving, while a size 12 denim jean in the same store might be uncomfortably tight.

This is why one brand can contain multiple interpretations of the same size, depending on the product.

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6. Sizing Evolves Over Time

A brand may update its size charts over the years, especially in response to:

• Changing body demographics

• New designers joining the team

• Customer return rates and complaints

That means if you were a size 14 in Brand X five years ago, you may now be a size 12 — without your body changing at all.

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Example: One Body, Many Sizes

Let’s say your measurements are:

• Chest: 92cm

• Waist: 74cm

• Hips: 99cm

Here’s how some popular UK brands might label your size:

Six different sizes. One body. That’s why a measurement-based approach is far more accurate.

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Solution: Tellar.co.uk Matches You to Each Brand’s Actual Chart

Tellar.co.uk is a free UK-based sizing tool that lets you find your correct size in 1,500+ brands based on your body measurements.

No more comparing charts. No more guesswork.

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How It Works

1. Measure Yourself Once

   • Chest

   • Waist

   • Hips

     In cm or inches (Tellar accepts both)

2. Create a Free Profile

   Start here: https://www.tellar.co.uk/create-profile/

3. Look Up Any Shop

   Visit: https://www.tellar.co.uk/store-size-lookup/

4. Get Your Real-Time Recommended Size

   Tellar instantly tells you your correct size across brands like:

   • Zara

   • Mango

   • COS

   • White Stuff

   • Next

   • Reiss

   • & Other Stories

   • Massimo Dutti

     And hundreds more.

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Even If You Don’t Know Your Measurements…

You can still use Tellar.

If you know your size in any one brand, Tellar will estimate your measurements and apply them to other shops.

Just use the “I know my size in a store” option on the Login Page.

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Key Features

• ✅ 100% Free — no subscriptions

• ✅ Dual unit support (cm/inches)

• ✅ Works for men and women

• ✅ Instant recommendations — no downloads

• ✅ Works on desktop and mobile

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Follow Tellar.co.uk for Brand Sizing Tips

• Instagram: @Tellarsizing

• Twitter (X): @TellarSizing

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

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

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Final Thought: You Deserve Better Than Guesswork

The number on your clothing label is just that — a number. It doesn’t reflect your body, your worth, or even your actual fit. Brands will always vary. That won’t change.

But what can change is how you shop — confidently, data-backed, and free from sizing confusion.

🟢 Start using Tellar.co.uk now — It’s Free & Easy

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