Shoppers in a twist over inconsistent clothing sizes Size matters: Mez Gallifuoco tries a size 10 Dawn Midi dress at Seduce in Sydney's Eastgardens shopping centre. Mez Gallifuoco has hips that measure 102 centimetres, exactly the average span of the Australian woman, according to the Bureau of Statistics. But depending on where she shops, her "perfect fit" can vary three sizes. If she slips into a stylish skirt at Cue, she is a size 10; at the glitzy Sass and Bide, a size 12; and at high street chain Topshop, a size 14. "I have no idea what size I am," the 27-year-old from Waverley said, as she enjoyed a rare instance of finding a well-fitting dress at the first go at Seduce. I'm quite curvy, with a smaller waist, big hips, like an hourglass. There's too much variation in sizes and that wastes my time. It makes shopping painful. The online entrepreneur is far from alone in her frustration, with a Fairfax Media analysis of 65 brands finding measurements for the bust can vary by 9 centimetres, the waist, 12 centimetres, and the hips a whopping 14 centimetres. Sportscraft, Carla Zampatti, Bianca Spender and K-mart described a size 10 bust as 94cm, in contrast to Speedo and Wheels and Dollbaby'smeasurement of 85cm. An Australian national sizing standard for women's clothing was scrapped in 2008, after the fashion industry, federal government and consumer groups found it was dated and irrelevant, according to Standards Australia. Consumer advocacy group Choice said it would support calls for a new standard if it were based on reliable data and ended confusion. "[The first step is a] national sizing survey, which has been done several times in places such as the United States, the United Kingdom and Japan, and would at least provide accurate baseline information on how Australians shape up," said spokesman Tom Godfrey. In 2012, the Council of Textile and Fashion Industries Australia announced plans to submit a proposal to measure the population to develop a size guide. But the council's newly appointed chief executive, Kiri Delly, said the plan was abandoned because of a lack of funding and a focus on other priorities, such as standards on flame retardancy. She does acknowledge consumers are frustrated, especially with "vanity sizing," where brands inflate sizes to superficially flatter their customers' egos and increase chances of a sale. It's a big job. But from a fashion point of view, there is no real desire or need for standardised sizes. I don't think you're going to have everyone agree on what a size 10 is," she said. The latest large-scale body-shape survey occurred in 2012 when Target and global mannequin maker Alvanon measured 20,000 adults in a 3D bodyscanner in a bid to improve clothing fit. The scan results have never been publicly released. Target said it used data and customer feedback in late 2013 to "refine" its measurements for women's apparel, adding extra room to each size. But Target's size 10 measurements most closely matched Kmart's size 4. Alvanon chief executive Ed Gribbin, an international sizing consultant, said Australian brands offer some of the poorest fits in the world because they cling to "outdated" sizing practices, leaving too many customers feeling stitched up. "Most US brands and retailers have recognised that in the past 25 years the population is changing, and they have updated sizing standards to better meet their needs," he said. Overall, swimsuit maker Speedo had the smallest measurements for a size 10, followed by high-end brand Balenciaga and online retailer Asos, Fairfax analysis shows. Swimwear and lingerie are both a little behind the times when it comes to updating their specifications. Those categories are set in their ways and kind of seem immune to new ideas, new research and new innovation," Mr Gribbin said. Veteran designer Leona Edmiston believes brands should be free to formulate sizings that best suit their customers. She uses herself as fit model for the flagship label, and grades up or down from there. "I've got boobs, I've got a bottom, I've got a waist, I've got what works for our customers," she said. People don't fall into strict formulas. So designers should be able to tailor the fit and the cut to their customers. But the disparity among similar brands can be huge. A size 12 Leona fan with a 75cm waist would best fit a size 10 at Carla Zampatti or a size 14 at Diane von Fürstenberg. Among the recently imported high-street brands, a size 10 Topshop habitue with 92cm hips would best suit a size 8 at Zara or a size 6 at H&M. Zara said all its clothes were made in the same factories and distributed from the same warehouses, meaning sizing on the label was not tailored to a market. We try our best to listen to our customers. For example, we have noticed that our pieces in XS and S sell out the quickest. So our store managers try to order more of these sizes from the product managers in Spain," said Zara spokeswoman Miren Mendoza. Sportscraft, Carla Zampatti, Bianca Spender and Speedo did not respond to requests for comment. Data analysis with Conrad Walters I notice the mainstream stores and larger chain stores, like Myer are usually pretty good with sizing. Australian designers usually run true to size. I'm not surprised Allanah Hill and Roxy are good with their sizing. But K-mart is a bit of a surprise. I thought their sizing was pretty good! With online, I notice a lack of quality more than a difference in sizing. I only shop on ASOS, but some sizes still run small. Penelope McLean, 29. I work in retail so I definitely notice a difference in sizing. But it depends what you're buying. I might be a size 14 when I buy swimwear and a size 10 when I buy denim. Not knowing what size you're going to get definitely deters me from shopping online. I might order my normal size online and it arrives and it's way too big. Sometimes I bother with sending it back and getting a smaller size, but not always. Jess Tily, 25, of Beaconsfield. I think it really depends where the clothing is manufactured. Australian brands like Country Road and Witchery definitely cater to the sizing of Australian women better. Whereas brands from Europe, like Zara, and other brands from Asia are usually smaller. And you can find the same with high-end clothing. My sizing can differ from XXS to a medium size, even within one brand of clothing. Sizing is very inconsistent and you never know what you're going to get. But it's OK, I only wear baggy clothes any way. Olivia Grace, 22, of Rose Bay. I find the worst difference is with brands that I don't know. If I stick with the regular stores I shop at, like Country Road, the sizing is pretty standard and I can rely on them. But if I try something new or try a cheaper brand, they're not consistent. I am not surprised Carla Zampatti is an offender with sizing. They can be too generous or too small. I'd prefer to shop online and try something on at home, rather than in a shop. And if it doesn't fit, I'll just order a different size! Karen Williams, 55, of North Avoca. Interviews by Eliza Edwards