Tellar.co.uk

Why sizing feels like a gamble A size 10 in Zara might be a 12 in M&S or an 8 in H&M. Premium labels often cut smaller for a "tailored" feel, while some high-street chains size up to deliver the buzz of going down a number.

Vanity sizing locks shoppers into brands, drives costly returns, and fills wardrobes with unworn clothes. Now, tech is fighting back — with tools for both retailers and consumers.