Home Fashion Fashion Retailer ASOS Get It Wrong As Size 10 Listed As Large

Fashion Retailer ASOS Get It Wrong As Size 10 Listed As Large

ASOS certainly did themselves no favours with this mistake, claiming that a technical glitch labelled UK10 as a women's large. Oops.


There is a tension in the air when it comes to how retailers label women’s sizes, spawned from the is guided conception that for a woman to be perfect, she needs to have the figure to go with it, a grading system that seems to have been willing to adopt the requirements that fashion brands request while modelling their latest collections.

With women across the world actively seeking to find that ‘body happy’ mentality, the inconsistency of sizing across the fashion industry seems to continue to serve up new focuses in those that fail to show a moment of thought before labelling specific sizes as a more generic metric.

Online fashion retailer ASOS is the latest big name to have been found to have overlooked their moment of thought, adding a pair of Pull & Bear shorts to their site as available in a women’s ‘Large’, alongside the more familiar sizing scale of UK10.

With the UK average a women’s size 16, one shopper felt that their oversight needed bringing to their attention and did so turning to social networking site Twitter to highlight the fact, a move which saw a huge amount of support.

Twitter user ‘GrrlGhost’ shared a capture of the product, complete with the dropdown size option chart open, highlighting the fact that the ‘L’ equivalent was a shocking UK10, simply posting the message ‘U wot m8’.

Within moments of posting the image, ‘GrrlGhost’ was supported from other women that also believed that the retailer had made a huge mistake before the tweet quickly began to gather viral status with over 1,653 retweets and 6,571 likes ensuring that the image was seen worldwide.

Although ‘GrrlGhost’ did not include a tag into her original tweet, supports were quick to ensure that ASOS and Pull & Bear were made aware of what the issue was, a move which saw the fashion retailer update their sizing guide the day after, boosting the ‘L’ sizing as a 12 instead, citing that the issue was a ‘technical glitch’.

Eagle-eyed shoppers took to Pull & Bear’s website to see whether the sizing chart there was relative to the sizes stated at the time of the product being seen on ASOS, with one pointing out that the fashion brand actually label a women’s large as a UK14, once again raising questions over the two different values.

In a modern era where body shape is a pressing issue for fashionistas across the world, mistakes like this seem to continue to be met with upset however ASOS are not the only clothing retailer to have been caught up in body sizing matters recently, Selfridges & Co were investigated following a number of complaints about a model that was modelling a dress that they showcased within an email marketing campaign.

Selfridges were later cleared of wrong doing by the Advertising Standards Agency (ASA) following their investigation, allowing the ad to continue to be used.


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