Clothing retailer H&M is making its UK sizes bigger following years of complaints from customers.
Its womenswear measurements will now be in line with standard UK sizing following widespread criticism that their clothes are smaller than other high street chains.
The Swedish retail giant said the previous measurements and fit of a size 12 would now be the measurements of a size 10.
An H&M spokeswoman told Sky News: “Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing, for example the previous measurements and fit of a size 12 will now be the measurements of a size 10.
The changes have begun with store stock, but will be extended to include online offerings.
“Customers will experience a transition period and are encouraged to use our sizing guides online or ask our store staff for advice when shopping,” the spokeswoman added.
Image: Shoppers in an H&M store
“We believe this transition will improve our overall customer experience and we hope our customers will feel encouraged we have listened to their valuable feedback.”
UK shoppers struggle to fit into their regular dress size at H&M because of the way it corresponds to its European size, it was recently revealed.
While a UK 12 is usually equivalent to a EUR 40 according to size conversion charts, it is labelled as 38 at H&M – meaning it is actually a size 10.
Customers have taken to social media to share their issues with the retailer’s sizing.
Lowri Byrne, a 22-year-old student from Swansea who wears a size 12, posted pictures of herself trying a size 16 dress onto the brand’s Facebook page, claiming she could “barely breathe” in it.
Another shopper, Marianne Gray from Glasgow, discovered she only fitted a size 20 in store despite wearing a UK size 12.
The retailer has been praised for its decision by customers.
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Completely thrilled at the news that @hm is changing its clothes sizing to match standard UK sizing. Now they just need a tall section!
— Amy Martin (@valleygirlLDN) June 5, 2018
At last @hm are going to make their sizing better. Gave up buying jeans there years ago as I couldn’t bring myself to buy 2 to 3 sizes bigger than normal. As a tall person, longer lengths in tops would also be appreciated #everythingisacroptop
— Vicky Dean (@mightyvicster) June 5, 2018
Twitter user Amy Martin said: “Completely thrilled at the news that @hm is changing its clothes sizing to match standard UK sizing. Now they just need a tall section!”
Another customer, Orla Mcllduff, tweeted: “Pleased to see that @hm is eventually changing its sizing…so many times I’ve left the changing rooms with my self-esteem in tatters, and that’s as a fairly body positive 25 y/o, imagine if I’d been 15 and more impressionable!”