Fashion's Broken Promise — Sizing Designed to Trap Us

ASHTEAD, U.K. - EntSun -- Why sizing feels like a gamble

A size 10 in Zara might be a 12 in M&S or an 8 in H&M. Premium labels often cut smaller for a "tailored" feel, while some high-street chains size up to deliver the buzz of going down a number. That lack of standardisation makes stepping outside familiar brands risky — especially online.

And size charts don't fix it. Most shoppers don't know their exact measurements, and even if they do, mapping them across every brand's unique chart is slow, confusing, and often inaccurate. The uncertainty keeps people shopping where they feel safe.

Two types of sizing solutions

• For retailers — Embedded fit tools that live on a single brand's website can reduce returns, but they keep all the sizing insight locked inside that brand's ecosystem.
• For consumers (Direct to consumer platforms) — SizeCharter offers cross-brand size comparisons but has limited brand coverage. Tellar.co.uk is The UK's Leading Free Clothes Sizing Tool and it covers over 1,500 brands in real time, giving shoppers a far more complete and accurate view of what will fit across the market.

Tellar.co.uk: fit without the guesswork

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Covering more than 1,500 brands, Tellar.co.uk delivers instant, independent size recommendations based either on body measurements (with its free printable measuring tape) or by converting a size you already know from another brand. It's free, browser-based, brand-neutral, and operates without sponsorship or affiliate bias.

"Vanity sizing isn't just about flattering the shopper — it's about keeping them from looking elsewhere," says Ella Blake, founder of Tellar.co.uk. "We give people the confidence to shop any brand knowing exactly what will fit."

Why it's time to change

Accurate, independent sizing means fewer costly returns for retailers, more choice for shoppers, and less waste for the planet. Breaking the loyalty lock-in lets consumers explore new brands without the risk — and helps the industry move from churn to confidence.

Tools like Tellar.co.uk aren't just solving a shopping frustration; they're tackling one of fashion's most expensive, wasteful, and avoidable problems.

Website: https://www.tellar.co.uk