storelocate.co.uk

Size does matter, say H&M's female customers

10 June 2018 - Janet Bird

h&m dress

It has long been criticised for its confusing sizing of women's clothing, and now H&M is finally taking action to address the problem.

The Swedish retail giant is to update its clothing sizes so that they are consistent with standard UK sizing.

Normally, a UK size 12 equates to a EU size 40, but an H&M size 12 is actually an EU size 38, meaning it is really a size 10.

But after customer feedback, H&M now intends addressing the issue and ensuring womenswear measurements are brought into line with UK sizing. So the measurements the retailer previously described as a UK size 12 would now actually be labelled a UK size 10.

The updates have already begun with in-store stock and will be rolled out across the store's online offerings.

During the transition period, customers are being urged to ask staff for advice when in-store shopping, or use H&M's online sizing guides.


Recent News

Vouchers, Deals & Discounts

Offers to your inbox

Subscribe for store deals and offers

We won't give your email address to anyone else

Sign up to StoreLocate.co.uk newsletters and receive deals and discounts straight to your inbox