H&M is poised to update its clothing sizes for women to make them consistent with standard UK sizing in response to years of widespread criticism.
Female customers have long complained about how H&M’s clothes are smaller than other high street chains.
According to size conversion charts, a UK size 12 is usually equivalent to an EU size 40, but at H&M they’re labelled as 38 – meaning it is actually a size 10.
According to Sky News, the Swedish retail giant has now confirmed that the fit of a size 12 would now be in line with a UK size 10.
It added that the updates have begun with in-store stock and will be extended to include online offerings.
An H&M spokeswoman said: “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.”
She added: “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.
“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.”
Customers have taken to social media to praise the high street giant’s announcement.