Size really does matter in EU

THE European Union is considering a one-size-fits-all shopping standard for consumers across the Continent. If three-way talks between clothing manufacturers, fashion designers and the European Standards Committee are successful, clothes in Britain will carry the new labels by

2003.

'The problem at the moment is that there are more systems than members of the EU,' said Uta-Marie Groth of the Research Centre for the Clothing Industry in Cologne, Germany.

'Look at the confusion: a woman for whom German size is 38 translates as a size 40 in France, size 44 in Italy, size 12 in the UK and something called C19 in Sweden and Denmark! The system we are proposing would have uniform terms, definitions and body measurements.'

Size would be based on measurements of the naked body, not on the garments. This, say clothing industry researchers, is aimed at fashion firms that continue to churn out goods for slim women.

'We did a survey of 2,000 German women,' added Groth, 'and it turned out that most companies seem to be producing clothes for people with the figure of Claudia Schiffer when only 2% of the population have her figure.'

For decades the fashion houses of Paris and Milan have argued against such a system, each one claiming the 'right' size for their garments. They have been aided and abetted in this belief by fashion designers who believe interpretations of their own 'individual styles' will be affected.

One group that will benefit is retailers. French and German trade groups estimate increased sales in the millions, much of it generated from tourists and business travellers, who will have the confidence to shop abroad 'knowing the size they choose will be the right one,' according to the German Chamber of Trade.