Primark sizes 'least flattering'

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Discount chain Primark has the least generous sizing when compared to its rivals, a survey has suggested.

An online survey of 1,000 women, indicated that 15% bought a bigger dress size than they expected when shopping at Primark.

Top Shop and New Look were also named as stores with smaller sizing.

Marks & Spencer, Asda's George brand and Next had the most generous sizes, the survey found, although opinions were not always uniform.

The survey, conducted on behalf of Kellogg's Special K , also found that a quarter of women admitted to shopping at certain stores because of "generous" sizing.

STORES FOR 'FEELING SLIMMER' M&S (27%)George@Asda (17%) Next (16%)

"If a woman doesn't fit into the size she thinks she is in a particular shop, especially if she is watching her weight, it can be upsetting and confusing," said Laura Keay, from Special K.

Almost a third of the women surveyed said that Marks and Spencer had the most flattering sizes, followed by Asda's George brand (17%).

STORES WITH 'SMALLER SIZING' Primark (15%)Top Shop (14%)New Look (12%)

Views were divided on some stores. While 16% of those surveyed said Next clothing was generously sized and made them feel slimmer, 11% felt the opposite.

Primark fared worst among women aged 45-59, with 22% claiming that the chain's dress sizes weren't flattering.

But it seems that has done little to dent Primark's popularity.

The chain has defied much of the retail gloom, with its sales up 5% in the six months to the end of February.