Shoppers browse items at an H&M store in Manhattan’s Herald Square.
And US customers have been equally vocal about their grievances. A complaint from a UK customer in 2017 notoriously went viral, drawing negative attention to the brand’s tiny fits. The second phase, confirmed by an H&M spokesperson, is set to encompass shifts in numbered sizing, and would soon equate a former size 12 with a current size 10, and a size 10 with an 8.Īn H&M spokesperson said that the sizing changes were easier to make in simple jersey garments first, adding that they represent a response to years of customer feedback and requests. That’s when H&M shifted its XS–XXL sizing scale by one standard deviation - meaning if you wore a medium, you now wear a small - also adding XXS (reflecting the former measurements of XS) within Divided, a department that typically serves teens and younger customers. The first phase of the change, which came in late 2017, went largely unnoticed. The new hang tags are the first obvious clues shoppers will likely encounter, but they do little to indicate how much the recent sizing shift actually affects them, nor do they mitigate the complications that will inevitably come with it. 2 worldwide (behind only Nike and superseding even Spanish fast-fashion powerhouse Zara). Affecting the US, UK, Ireland, Canada, Mexico, and Colombia, the move represents a colossal change for the Swedish apparel retailer currently ranked No. Try on this item to find your size,” will appear on new inventory starting this week as part of a multilateral, multinational move by the company to shift its ladies’ sizing. Hang tags bearing the words, “You’ve asked, we’ve listened! We’re changing our sizing. Shoppers will begin to notice something different about the new-season H&M garments they purchase over the next few weeks. You can also see what we’re up to by signing up here. The archives will remain available here for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. Thank you to everyone who read our work over the years.
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