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Can Technology Solve the Fashion Industry’s Sizing Problems

An investigation by the BBC examines the potential of artificial intelligence to assist individuals who experience difficulties with inconsistently sized clothing.

Inconsistent sizing is a ubiquitous issue that affects many women when shopping at high-street stores, leading to frustration and disappointment.

A woman in jeans stands with a yellow tape measure across her waist.

The disparity in sizing between different brands is stark, with a pair of jeans potentially being labeled as a size 10 by one brand and a size 14 by another, causing confusion among customers.

This discrepancy has resulted in a substantial number of returns, with fashion retailers incurring an estimated annual cost of £190bn as customers struggle to determine their correct size.

It did not take long to find individuals who have experienced this problem firsthand.

A shopper on one of London's popular shopping streets expressed her distrust of high-street sizing, stating that she prioritizes how an item looks over its actual size label.

This shopper is not alone, as many women often purchase multiple versions of the same item in different sizes to find the best fit, only to return the ones that do not fit, contributing to a culture of mass returns.

A growing number of tech companies are now attempting to address this issue.

Companies such as 3DLook, True Fit, and EasySize are developing tools that utilize body scans from smartphone photos to recommend the most accurate size for customers at checkout.

Additionally, virtual fitting-room platforms like Google's virtual try-on, Doji, Alta, Novus, DRESSX Agent, and WEARFITS enable customers to create digital avatars and preview how items might look, aiming to increase confidence in online purchases.

More recently, AI-powered shopping agents have emerged, including Daydream, which allows users to describe their desired items and receive recommendations.

Other platforms, such as OneOff and Phia, use celebrity looks and scan numerous websites to compare prices and provide size insights.

While these solutions focus on the e-commerce stage, a new UK start-up, Fit Collective, is taking a different approach by trying to prevent sizing issues earlier in the production process.

Founder Phoebe Gormley believes that AI can potentially resolve sizing problems before garments reach stores.

As a tailor and founder of Savile Row's first female tailors, Gormley has experience creating made-to-measure garments for women and has witnessed the issues with high-street sizing firsthand.

Her clients would often express frustration with high-street sizing, which motivated her to find a solution.

Gormley argues that the current fashion model is flawed, as brands produce cheaper garments to offset high return rates, resulting in unhappy customers and increased waste.

Since its launch, Fit Collective has secured £3 million in pre-seed funding, reportedly the largest amount ever raised by a solo female founder in the UK.

According to Gormley, Fit Collective is the first solution to compare both manufacturing and commercial data to understand why sizing issues occur.

The company uses machine learning to analyze data, including returns, sales figures, and customer emails, to provide insights into why items do not fit.

This information is then translated into actionable advice for design and production teams, enabling them to adjust patterns, sizing, and materials before manufacturing begins.

For example, Fit Collective's system might suggest reducing the length of a garment by a few centimeters to minimize returns, saving companies money and customers time.

While many in the industry welcome these technological advancements, some caution that technology alone cannot fully resolve the sizing issue.

Six pairs of denim jeans stacked on top of each other.
Despite what the labels may say, it's clear these jeans aren't all the same size

Paul Alger, Director of International Business at the UK Fashion and Textile Association, notes that people are unique, and their fit preferences vary, making sizing a complex issue.

Alger emphasizes that body measurements rarely align with a specific size label, and sizing can be nuanced.

He states that sizing is a subjective matter, and individuals have different body shapes and preferences.

Furthermore, people from different parts of the world have distinct body shapes, adding to the complexity of sizing.

The issue of vanity sizing, or "emotional sizing," also exists, where brands deliberately create more generous fits to appeal to customers, particularly in women's wear.

Once these sizing norms are established, brands often refer to them in subsequent collections, effectively creating their own brand sizing.

Sophie De Salis, sustainability policy adviser at the British Retail Consortium, notes that retailers are increasingly aware of the issue and its implications for cost savings and sustainability.

De Salis believes that smarter sizing tech and AI-driven solutions are crucial in reducing returns and supporting the industry's sustainability goals, with many BRC members working with innovative tech providers to address this issue.

As returns become a pressing concern for boardrooms and sustainability pressures mount, more fashion houses may adopt data-driven design approaches.

Although no single solution can completely eliminate inconsistent sizing, the emergence of tools like Fit Collective, alongside virtual try-ons and size-prediction platforms, suggests that the industry is undergoing a shift.

To stay informed about the latest tech stories and trends, sign up for our Tech Decoded newsletter; for those outside the UK, sign up here.

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Aberdeen to unveil new manager soon with Docherty set to take assistant role

Aberdeen has bolstered its interim management team with the return of Tony Docherty, who previously served as an assistant manager, to support Peter Leven, amid anticipation of a permanent appointment announcement that sporting director Lutz Pfannenstiel had indicated would be made “imminently”.

Ross County parted ways with Tony Docherty in December, and he has now taken on a new role.

Aberdeen have brought in former assistant manager Tony Docherty to support Peter Leven's interim management team, despite sporting director Lutz Pfannenstiel indicating that a permanent appointment was imminent.

Docherty's return to Aberdeen comes just a week after Eirik Horneland, a former coach of Rosenborg, Brann, and Saint-Etienne, emerged as a top contender to succeed Jimmy Thelin, who was sacked earlier.

As Aberdeen delays making a full-time appointment, speculation surrounding Eirik Horneland's availability has arisen, with reports suggesting the 50-year-old Norwegian may not be able to take on the role until summer.

Since Jimmy Thelin's dismissal on January 4, Lutz Pfannenstiel has been leading the search for a replacement, and he confirmed that Tony Docherty would be joining the team to assist Peter Leven during the interim period.

Dundee Utd are facing a challenging schedule, with four matches in 14 days set to take place on a weather-affected pitch.

According to Stavrum, Eirik Horneland's coaching style, characterized by intensity, would be a good fit for Aberdeen.

Tony Docherty initially joined Aberdeen in 2013 as part of Derek McInnes' management team and spent eight years at the club.

Before his stint at Aberdeen, Docherty served as McInnes' assistant at Kilmarnock and later managed Dundee and Ross County, but his time at Ross County ended in December when he was let go with the team at the bottom of the Championship.

Lutz Pfannenstiel praised Tony Docherty's experience, stating that he has a deep understanding of the club and will be a valuable asset during the transition period.

Pfannenstiel highlighted Docherty's extensive knowledge of the Scottish Premiership, gained through his experience as both a coach and manager, which will be beneficial to the team in the short term.

The club's managerial search is nearing its conclusion, and an announcement regarding the new head coach is expected soon, according to Pfannenstiel.

Peter Leven, who is serving as caretaker manager for the third time, expressed his enthusiasm for Tony Docherty's appointment.

Leven welcomed Docherty's return, stating that his experience will be a significant boost to the team, particularly during the upcoming matches.

Leven noted that Docherty was eager to join the team and that his presence will provide valuable support during both training sessions and matches.

Eirik Horneland left his position at Saint-Etienne in early February, at which point his team was fourth in France's second tier.

If Aberdeen decides to wait until summer for Horneland to take over, it will be similar to the six-month delay that occurred when Jimmy Thelin joined the club from Elfsborg in the summer of 2024.

For the latest news, analysis, and fan perspectives on Aberdeen, visit our dedicated page.

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Peter Murrell faces allegations of misusing £459,000 in funds over 12 years

Allegations have been made that he bought various items, such as luxury goods, jewellery, cosmetics, two cars and a motorhome, in an improper manner.

Peter Murrell, the former chief executive of the Scottish National Party, is facing allegations of embezzling £459,000 from the party over a 12-year period.

Peter Murrell looking off to his right while sitting in a room. He is wearing a black suit, white shirt and dark coloured tie.
Peter Murrell is due to appear in court next Friday for a preliminary hearing

An indictment document obtained by BBC News outlines the case against Murrell, who is the estranged husband of former Scottish First Minister Nicola Sturgeon.

The alleged embezzlement is said to have occurred between August 2010 and January 2023, according to the indictment.

It is claimed that Murrell used party funds to purchase luxury items, including jewellery, cosmetics, and vehicles, such as two cars and a motorhome.

The Scottish Sun was the first to report on the details of the indictment.

A preliminary hearing in the case is scheduled to take place at the High Court in Glasgow on Friday, 20 February, where Murrell is expected to appear.

During his initial court appearance at Edinburgh Sheriff Court, Murrell made no plea and was subsequently granted bail.

Murrell's arrest in 2023 was part of Operation Branchform, a police investigation into the SNP's funding and finances, which led to him being charged with embezzlement in April 2024.

A police van and a police officer outside Murrell's home in April 2023.
Murrell was arrested in 2023 as part of a probe into the SNP's finances

Although Sturgeon was questioned by police as part of the investigation, she is no longer considered a suspect.

BBC News has obtained a copy of the indictment against Murrell ahead of his upcoming court appearance.

It is worth noting that the indictment is subject to change until the case is heard in court and may be amended throughout the judicial process.

The indictment alleges that Murrell purchased a £124,550 motorhome for personal use and created false documents to justify the expense as a legitimate party expenditure.

Murrell is also accused of using £57,500 of party funds to buy a Jaguar I-PACE car in 2019, and falsifying an invoice to conceal the true nature of the purchase.

Furthermore, it is alleged that when the Jaguar was sold in 2021, Murrell deposited more than £47,000 into his personal bank account.

The indictment also claims that Murrell embezzled £16,489 from the SNP to partially fund the purchase of a Volkswagen Golf in 2016.

A list of over 80 retailers is included in the indictment, where Murrell allegedly made purchases totalling more than £159,000 between 2014 and 2022, using party credit or charge cards for personal expenses.

The retailers named in the indictment include Harrods, the Royal Mint, John Lewis, Homebase, and Argos, among others.

It is alleged that Murrell used SNP credit or charge cards to make these purchases and then inserted false or inaccurate accounting codes and descriptions into the party's accounting systems.

The indictment also accuses Murrell of making purchases worth over £81,600 through Amazon using the same method.

Murrell served as the SNP's chief executive for 22 years before his departure.

Murrell and Sturgeon were married in 2010, but announced their separation in January 2025, after being together for many years.

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Bangladesh Nationalist Party Wins Landslide in Country’s First Poll Since Youth-Led Protests

The public is looking forward to a shift back to democratic governance, following a 15-year period of authoritarian leadership by Sheikh Hasina.

In a significant shift in the country's political landscape, the Bangladesh Nationalist Party (BNP) has achieved a decisive majority in parliament, 18 months after widespread protests led to the ousting of Sheikh Hasina, the country's longest-serving prime minister.

Supporters of the Bangladesh Nationalist Party (BNP) show a victory sign in front of a banner with Tarique Rahman’s photo, as the results project BNP's victory in the 13th general election, in Dhaka, Bangladesh, February 13, 2026. REUTERS/Mohammad Ponir Hossain
Tarique Rahman has been out of the country for 17 years. He has promised democracy will be restored

The BNP secured over two-thirds of the seats in the recent general election, with the Jamaat party, the main Islamist party in the country, coming in second; meanwhile, the Awami League, led by Hasina, was not allowed to participate in the election.

As the BNP's leader, Tarique Rahman is poised to become the next prime minister, facing significant challenges in revitalizing the economy and restoring democratic principles after 15 years of authoritarian rule under Hasina's leadership.

In a concurrent referendum, voters also expressed support for comprehensive democratic reforms, which are expected to shape the country's future.

Following Friday prayers in Dhaka, Tarique Rahman expressed gratitude to his supporters, stating, "I am grateful for the love you have shown me"; his party has chosen not to hold a victory procession.

Rahman, who was elected to parliament for the first time, was among the 212 successful BNP candidates; according to the Election Commission, voter turnout was 59.44%.

This marks a significant turnaround for Rahman, who spent 17 years in self-imposed exile in London before taking over as party leader after his mother, former Prime Minister Khaleda Zia, passed away in December.

During his campaign, Rahman pledged to restore democratic principles and practices in the country.

The new government will need to address pressing issues, including economic revitalization, controlling rising food prices, and creating employment opportunities for the country's large youth population.

Rebuilding relations with neighboring India is also a key priority for the incoming government.

In the aftermath of his victory, Rahman received a congratulatory call from Indian Prime Minister Narendra Modi, who acknowledged his "remarkable victory".

Modi took to social media to reaffirm India's commitment to promoting peace, progress, and prosperity in both countries, citing their deep historical and cultural ties.

Although the BNP has pledged to bring about change, the party has faced criticism in the past for corruption and alleged human rights abuses during its previous tenure in government in the early 2000s.

The recent election represents a pivotal moment for the country, with one of the two main parties achieving a significant victory, presenting both opportunities and risks.

Proposed constitutional reforms include introducing term limits for the prime minister, establishing a directly elected upper house of parliament, strengthening presidential powers, and increasing judicial independence.

The reforms also aim to increase female representation in parliament, an area where significant progress is still needed, as evidenced by the limited number of successful female candidates in the recent election.

As the newly elected leader, Tarique Rahman will face intense scrutiny as he works to deliver on his promises to a predominantly young electorate eager for change, many of whom participated in the student-led protests that ultimately led to Hasina's removal and paved the way for the February 12 election.

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