How to Change a Dress Size in a Day

size 12 label in a dress

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?

author avatar
Kevin Harrington
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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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