Most women will relate to the misery of inconsistent sizing in high-street shops.
A pair of jeans could easily be a size 10 by one brand and a size 14 in another, leaving customers confused and disheartened.
It has led to a global deluge of returns, costing fashion retailers an estimated £190bn a year as would-be shoppers wonder what size they're meant to buy from which store.
I didn't have to look far to find people experiencing the problem.
"I don't trust high-street sizing," one person tells me, as she browses one of London's popular shopping streets. "To be honest, I buy by how it looks rather than the actual size."
