Next time you try on a garment that’s a little tight… try another in the same size…

You may be surprised when you find a difference. Sometimes a big difference! This is because the processes within clothing manufacture (like pattern cutting and sewing) remains particularly manual. It means you rarely find garments identically sized, let alone symmetrical.

What’s more, in ongoing research, we find variances of 10-15% in the same garments (i.e. same label size, same colour and design). For example, we found a 6cms difference around the chest on a major high street retailer’s medium size polo shirt. That’s a difference of ‘snug’ or ‘loose’ depending which one you selected!

This highlights ‘SIZE’ recommendation is flawed. Made worse, when you realise that even when you do find a correct size fit, it doesn’t mean it looks good on you!

HOLM, on the other hand, provides accurate and unbiased ‘STYLE’ recommendation in addition to size guidance. We only focus on clothes we know will look great on you, by using key body measurements to understand your shape and then overlaying our expertise and styling know how as to which garment styles best complement.

We avoid ‘predictive’ algorithms (like previous purchase history – which is another huge flaw) and have developed our software with more than 10 years of 1:1 customer research and thousands of body shapes to validate our modelling. Our algorithms are designed to work with fact based data – which is why we give accurate recommendation from day one.

We simply show customers what’s in-store and/or online that they will look great wearing. Even better, when they try on styles that complement their shape,  snug or loose fit becomes far less relevant.

If you’d like to know more about how HOLM ( can help, please contact