Kevin Harrington

How to Change a Dress Size in a Day

size 12 label in a dress

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Kevin Harrington

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Surely the vague adoption of clothes/dress sizes within UK fashion retailers is tantamount to deceit?

An online survey of 1,000 women, indicated that 15% bought a bigger dress size than they expected when shopping at Primark.

Top Shop and New Look were also named as stores with smaller sizing.

Marks & Spencer, Asda’s George brand and Next had the most generous sizes.

Source: BBC Business News

Why can’t a 12 be a 12?

How many returns are there a year simply because retailers choose a different definition of size?

Can you imagine the chaos that would ensue if a mans 17″ shirt changed a size or two from shop to shop?

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Kevin Harrington Partner
Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.
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Comments

One response to “How to Change a Dress Size in a Day”

  1. Paul

    It’s great being male – most of my shopping for clothes (business and casual) is online. I cannot remember the last time I needed to return something because of size or fit.

    Do sizes really vary that much for ladies clothes?

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