Blog: What size am I?

Petah Marian | 15 February 2012

Sizing issues are hitting the headlines again in the UK, with the launch of a website that allows consumers to find out what size they fit in different brands.

Created by computer programmer Anna Powell-Smith, the site, called 'What Size am I?' uses the size data published by individual retailers. Shoppers can then input their measurements to find out what size they'd be in a number of high street labels.

"As everyone who's ever bought clothes knows, high-street sizing is completely mad. You can easily be a size 8 in one store, and a size 14 in another, and it's impossible to guess your size without lots of zip-wrangling. However, I am a computer programmer as well as a fashion-fan, and so I decided to do something about it," Powell-Smith says.

As any industry watcher also knows, consistent fit strategies are key to helping brands and retailers generate repeat business, reduced returns, higher prices and full-price sell-throughs. And the rise in online shopping means sizing is likely to become an even greater issue, with shoppers likely to stick with brands where they know their size, or not buy at all.

However, another online site takes things one step further. gets shoppers to input their clothing size in one or two brands (no need to pull out the measuring tape), and then spits out what size they are in other stores too. And on top of this, it also figures out their body shape and style tastes, and colouring to suggest flattering options.

However, these tools largely use the published data on retailers' clothing sizes, not necessarily the measurements that might make it into the garment.

But for many retailers it still seems to be a challenge to maintain the same fit and sizing across similar garments - like jeans in different colours, for example. For many consumers, knowing what size they are is an important element in a their relationship with a brand - and not upholding their side of the deal means retailers are at real risk of losing sales.



Asia facing up to increased competition

Increasing competition for garment sourcing contracts is seeing China not only being challenged by other countries in Asia, but by sub-Saharan African and even Russian suppliers too. And it is pushing...


Cambodia raises garment worker wages

The monthly minimum wage for workers in Cambodia's textile, garment and footwear sector is set to rise to $153 from January next year, following a vote on the issue last week. The increase marks a ris...


Sportswear initiatives start to take shape

The results of two highly-anticipated initiatives in the sportswear sphere were revealed last week: the launch of Under Armour’s new UAS lifestyle brand and the first pair of running shoes created at ...


Hanjin Shipping collapse triggers fear of West Coast port repeat

The recent bankruptcy of South Korea's Hanjin Shipping, the world's seventh-largest container shipper, at the end of August, has left billions of dollars worth of merchandise in limbo, leaving the fal...

just-style homepage

Forgot your password?