H& M clothing sizes will become bigger following problems from customers.
The spokesperson for the high street chain stated: “We are taking the steps to modify our womenswear measurements to be in range with UK sizing. ”
For example , the Swedish chain said the previous measurements plus fit of a size 12 would certainly now be the measurements of a dimension 10.
Many consumers have previously complained that H& M sizes are too small.
In March, shopper Rebecca Parker wrote an open letter complaining that despite being a 12/14 she struggled to fit into dimension 14 jeans at H& Meters.
“Why is it OK for a brand name to label an item of clothes as a size which it obviously isn’t, ” she asked.
She pointed out that while H& M sold items emblazoned along with phrases such as #GRLPOWER or SISTERHOOD the shop’s sizing policy was your opposite of empowering women.
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She said that, at the age of 25, the girl was “thoroughly content” with the girl body but wonders how the girl teenage self would have reacted.
As a 13-year-old, she creates, she felt “podgy and unhappy when I had to reach for a dress that was labelled with a number within the high teens”.
Talking with the BBC following H& M’s announcement, she said she had been “really thrilled” her “nagging” acquired paid off.
“I simply hope they follow through, ” the girl added.
Other customers had previously delivered to Twitter to register their dissatisfaction along with H& M’s sizing.
The story of sizing
Much of today’s sizing originates from the survey of measurements carried out in the year 1950s by a man named WFF Kelmsley, sponsored by the Joint Clothing Authorities.
Despite attempts to make a standardized sizing system in the UK, simply no government has ever made it necessary, says textiles expert Dr Vikki Haffenden from the University of Brighton.
However , the difficulty is the fact that if there was a comprehensive sizing program to match every body shape, there would need to be at least 50 sizes.
“It would be too awkward, ” she says.
The concept of sizing is relatively new, the lady explains. Before the mass-production of clothing people would usually make or even adjust their own clothes or take the capsules to a tailor.
Nevertheless , technology could soon make clothing sizes obsolete.
Doctor Haffenden says that many companies are discovering ways of using body scanning in order to accurately measure a customer’s physique in order to produce a perfectly fitted dress.