Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Sizing up Britain seeks shopping centres for new fit campaign

A new national campaign, ‘Sizing up Britain – The Future of Fit’, is rolling out a body-mapping service to shopping centres across the UK to help women navigate the different sizings across retailers.

The initiative, spearheaded by fashion commentator Caryn Franklin, aims to drive footfall and sales in shopping centres. Franklin has partnered with Bodymetrics, a 3D body-mapping scanner that records more than 200 measurements of a woman’s body shape before delivering “size-matched” items directly to users’ phones.

Franklin said the new sizing technology would allow retailers to benefit from “a greater purchase percentage, lower return rate and an increase in customer satisfaction”.

“It’s about taking the guesswork out of sizing,” she said. “The app will hold bespoke information and talk directly to retailers. Women are changing their shopping habits – they are moving away from bricks and mortar and towards online, so we are excited to bring that experiential element back into shopping.”

The campaign will launch in September with eight yet to be named shopping centres, before a national roll out in spring 15. Retailers interested in getting involved should visit

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.