Is this the solution to baffling high street sizing? We test a new online tool that reveals your perfect fit from major retailers – but it can vary by up to THREE sizes between stores

  • British high street has a deeply confusing sizing system as it is not standardised
  • Research conducted on 2,614 women found 90% didn’t know their real size
  • New tool claims to tell you what size you really are in dozens of popular shops
  • FEMAIL put the Sewport tool to the test – with some rather surprising results  

The British high street is notorious for its deeply confusing sizing system, with baffled women regularly complaining that they are a size 10 in one shop and a 12 in another.

But an online fashion marketplace claims to have created an online tool that shows what size customers really are at some of the most popular high street and online stores. developed the tool after it emerged that 90 per cent of women are unsure of their clothing size – and so Femail put it to the test.

MailOnline’s senior video editor Alicia Watts, 24, (pictured) volunteered to try out the online tool. Her measurements are 32-23-32 and she usually wears a size 6 or 8

To create the sizing tool the company collected data from some of Europe’s leading female clothing retailers to compare sizes and discovered huge variances in measurements across the brands. 

Now, using the tool women can find out what size they are in each shop simply by putting their bust, waist and hip measurements into the system. 

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It gives sizing information on clothing from Topshop, H&M, New Look, River Island, ASOS, Boohoo, Missguided, M&S, Zara, Bon Marche, Dorothy Perkins, Miss Selfridge, Primark, Warehouse, Oasis, Next, Monsoon, Urban Outfitters, Matalan and 

MailOnline’s senior video editor Alicia Watts, 24, volunteered to try out the online tool. Her measurements are 32-23-32 and she usually wears a size 6 or 8. 

Alicia normally wears a size 6 or 8 – but the results suggest she should be wearing smaller

While Alicia is an XXS in PLT and Missguided, the tool says she’s a 4 in the majority of shops

She said: ‘I mainly shop at Asos, Topshop, Pretty Little Thing and Missguided. 

‘At Missguided and Pretty Little Thing I always get the smallest size because the sizes are so big. Everywhere else I would say I’m a size 6, but in H&M I’m an 8.’ 

When Femail popped her stats into the online tool, the results were surprising. While she is an XXS in PLT and Missguided, as she’d suspected, she is a size 4 in the majority of shops, including H&M.

But she is a size 8 at Bon Marche – and a size 10 in Primark.  

Although Alicia normally wears a size 6 or 8, at Topshop (left) she would need a 4. Right: Monsoon jeans, where Alicia would wear a 6

Alicia said: ‘I’m so surprised! There’s a huge difference being a size XXS at PLT/Missguided and then going to a size 10 in Primark. 

‘I didn’t think I’d be a size 10 in Primark. I’ve never bought anything that’s been size 10. I’m also shocked about H&M as I can never fit into the smaller sizes there.

‘I usually buy a size 8, so I think if I went in there to try on a size 4 I wouldn’t be able to fit into it. 

‘It’s disappointing that high street shops don’t have matching size guides, as it can be very time-consuming to try on several sizes.’ 

The data also revealed that a size 12 has the most variation across retailers on average, and can range from a 90cm bust measurement in Next to 96cms at

Alicia needs a size 8 in jeans from Bon Marche (left) and a size 10 in Primark (right)

Overall ASOS has the smallest sizing guide and has the largest. If a customer wears a size 8 from ASOS, they’ll be a size 4 at

The tool was created in response to research conducted on 2,614 women, which discovered that nearly all of respondents (90 per cent) are unsure of their clothing size, and three quarters (74 per cent) of them have previously bought more than one size of an item.

More than four fifths (84 per cent) are unaware of vanity sizing and two thirds (61 per cent) find shopping less enjoyable due to not knowing their size. 94 per cent of respondents feel there should be a standardised sizing guide that retailers should adhere to. 

Size 14:  Femail put standard size 14 measurements in the tool to see what sizes brands suggest

While most of the brands agreed that the measurements required a size 14, Urban Outfitters suggested a 16 and Pretty Little Thing suggested a size 12 would fit best

Boris Hodakel, Sewport founder, said: ‘Sizing has become a big issue in the industry, especially now that online shopping is more popular. 

‘Online shopping is great and gives consumers a convenient way to buy clothes, but it’s also made it harder for shoppers to find out what size they are and return items that don’t fit. What’s even more frustrating for shoppers is to think you are a size, to then discover you are a larger or smaller size depending on what shop you’re in.

‘All of this has contributed to shoppers feeling confused, sometimes upset, and annoyed and it’s about time the fashion industry responded.

‘It makes sense that every fashion brand should adhere to a standard sizing guide globally, however I think we’re a way off that happening.

‘In the meantime I hope our sizing tool will enlighten women on what size they are, where, and make shopping enjoyable again!’

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