Just one in 100 online shoppers say their clothing size stays consistent between fashion brands, according to new research into the UK’s online fashion sizing problem. Almost a third of respondents (32%) said their usual size always varies between brands, while nearly half (49%) said it often does. Among those who say their size always varies between brands, this practice rises to more than one in three (36%). Lowenna, a Popsy Clothing customer, spent years avoiding certain high street brands and clothing styles because she expected dresses and trousers to be too long for her height, at 5ft. Cherish Reardon, co-founder at Popsy Clothing, says: “One thing we’ve learned from listening to our customers is that poor fit doesn’t just lead to returns – it affects confidence.