It is a problem many shoppers face regularly - a certain size fits well in one store, but not in another.
But that could be about to change as Scottish researchers are developing new technology which may offer a solution to consumers facing a size lottery.
Academics at the University of Strathclyde are using biometric technology to provide accurate measurements using just two photographs.
Exact sizes can be determined by converting pictures of the front and side of a person into a 3D image, and it is hoped the new sizing system will be widely available in two years’ time.
Danny McMahon, who is leading the project at the university, said: “The overall aim of the project is to understand people’s sizes and custom-make clothes to that size and shape.”
He added: “It has the potential to eradicate the problem of different store sizes and offers the possibility of moving away from standard sizes.
“It is about a more individual experience and customers having confidence that the clothes they buy can fit.”
Research suggests that half of the clothes and shoes bought online are returned, with the biggest reason being they do not fit.
According to market research company Mintel, almost half of women aged 16 to 44 also struggle to find clothes that fit them well.
The researchers, who are working with 130 luxury retailers, hope the new technology will help to address this and greatly reduce the amount of items being returned to stores or being altered.
The new technology works on a similar basis to a tailor using a tape measure to take several measurements during a dress fitting.
But it can be done completely remotely in a ‘virtual fitting’.
The idea is not new, with researchers having previously looked at installing 3D body scanners in shops to give people their true size.
However, shoppers can also be spared any blushes by using photographs taken at home.
The biometric technology uses an algorithm to take images and calculate measurements across someone’s body.
Registered stores can then log those details to offer tailored clothes, with customers even able to avoid the dreaded fitting room.
Instead, 3D pictures created by the technology can be dressed up in new styles, so people can see exactly how they will look in an outfit.
The software is set to be trialled in a few months’ time.
Researchers have secured £10,000 of funding from Scottish Government backed Interface, which links universities to business, to develop the technology, with the hope it could later be turned into an app.
A spokesman for the British Retail Consortium said: “Choosing new clothes can be a tricky task for many people and we support technological innovations that help people select the items they will be happiest with.”
Mark Hogarth, creative director of luxury brand Harris Tweed Hebrides, said: “I can see it cutting down on waste, because many clothes are impulse buys which later turn out not to be good choices. It will also cut down on returns.
“But people will still want a personal service.”
Jaki Love, Director of Textiles Scotland, said: “Innovation is key to the survival of the industry and this research will provide unique opportunities for our designers and manufacturers to create bespoke products for their customers and reduce waste. Being at the forefront of innovation and sustainability in textiles will put Scotland on the map as the place to source bespoke luxury fashion.”
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