Retailers co-operate on new approach to UK fashion sizing

By

Sandra Halliday

Published
Jun 27, 2018

With a new survey showing that the rate of online returns is massive in the UK for the fashion sector, it's interesting that a number of leading British fashion retailers are working together to collect sizing data from thousands of their customers.

The aim is to produce a new sizing standard that will mean happier shoppers who don't have to over-order, and fewer returns due to sizing issues.

The retailers working on the project are among the biggest in British mass-market fashion, including Asos, Next, Monsoon, New Look, River Island and Tesco (which markets the F&F line).

They're collaborating with Select Research on a UK-wide project, called Shape GB, to look at the sizes of 30,000 men and women. The stores will encourage their customers to sign up for the survey via a smartphone app. 

The study will look at their body volume indicator (BVI), a better option than measuring body mass index (BMI). It will be able to see where the weight on the body is distributed as recent decades have seen body proportions shifting. The last national sizing survey was undertaken in 2001.

The technology being used for the new survey claims to be able to create a 3D picture of what is happening to the bodies of British consumers, which will be vitally important for the fashion sector.