Choosing your size on Zalando presents a problem that standard conversion charts do not solve: the discrepancies between brands. A size 38 from a Scandinavian brand does not correspond to a size 38 from an Italian brand, and the cuts (slim, regular, oversized) add an additional variable. Measuring these discrepancies and understanding the tools that Zalando provides can help reduce the back-and-forth with the return service.
Size Discrepancies Between Brands on Zalando: What Product Guides Show
On Zalando, each product page displays a size guide specific to the brand in question. The issue is that these guides are not standardized. An identical bust measurement can correspond to an M in one brand and an S in another.
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The table below illustrates the type of variation commonly observed between European brands for women’s tops:
| Measurement (bust circumference) | Nordic brand (e.g., Vero Moda) | Italian brand (e.g., Benetton) | German brand (e.g., s.Oliver) |
|---|---|---|---|
| 84-88 cm | S | M | 36 |
| 88-92 cm | M | L | 38 |
| 92-96 cm | L | XL | 40 |
These discrepancies are not trivial. A difference of a full size between two brands is common, and it becomes more pronounced at the ends of the size chart (XS and XL). Consulting the size guide of each brand before adding an item to the cart remains the only reliable solution.
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To delve deeper into this topic, there are tips for choosing the right Zalando size that detail the specifics by clothing category.
Personalized Size Recommendation: How Zalando’s Algorithm Adjusts Its Suggestions
Zalando has deployed a size recommendation tool that goes beyond a simple static chart. The algorithm cross-references multiple data sources to suggest a size suited to each item.
- The purchase and return history of the account: if a user regularly returns items due to being too large, subsequent suggestions adjust downwards.
- The aggregated returns from all customers on a specific model: when a majority of people report that an item “runs small,” the displayed recommendation takes this into account.
- The measurements entered in the profile (bust circumference, waist circumference, hip circumference, inseam length), compared to the actual measurements of the garment provided by the brand.
The recommendation varies for the same user depending on the brand and model. An account may receive a suggestion of M for a slim jean and L for a regular jean from the same brand, because the cut differs.
Zalando tests these recommendations through ongoing experiments across several categories (jeans, sneakers, bras), with a gradual extension to new markets. The platform’s 2023 sustainability report confirms that the proportion of returns related to size issues is decreasing in several European countries thanks to the improvement of these tools.
Measuring Yourself: The Measurement Points That Change the Result
Filling out your size profile on Zalando requires accurate measurements. Most errors come from three poorly positioned measurement points.
Bust and Waist Circumference
The bust circumference is measured at the widest part of the bust, with the measuring tape horizontal and without compression. The waist circumference is measured at the natural dip, between the lower ribs and the top of the hips. Measuring over a thin t-shirt gives a more reliable result than measuring directly on the skin, as the garment will be worn this way.
Inseam Length for Pants
The inseam length is measured from the top of the inner thigh to the ankle. Taking this measurement on a well-fitted pair of pants already owned (laid flat, with the inner seam taut) is more accurate than taking it while standing.
These three measurements, combined with hip circumference, cover the majority of needs for clothing. For shoes, Zalando recommends measuring foot length at the end of the day, when it is slightly swollen.
Customer Reviews and Mentions of “Runs Small” or “Runs Large” on Zalando
Reviews left by buyers provide information that size guides cannot replace. On Zalando, many product pages display a synthetic indicator such as “runs small,” “true to size,” or “runs large,” calculated from returns and ratings.
This indicator reflects the real experience of wearers with varied body shapes. It is more informative than a conversion chart, as it incorporates the cut, the material (a stretch fabric is more forgiving), and the construction of the garment.
However, the reliability of this indicator depends on the volume of reviews. For a recently listed item with few returns, the mention may be absent or not representative. For items with a low number of reviews, cross-referencing the brand’s size guide with one’s own measurements remains safer.
Free Returns and Strategy for Ordering Multiple Sizes
Zalando offers free returns in most of its markets. This policy allows for a pragmatic approach: order two adjacent sizes and return the one that doesn’t fit. This practice, common among regular buyers, has a logistical and environmental cost that Zalando seeks to reduce by improving its recommendation tools.
The platform encourages users to enter their measurements in the app, consult reviews, and use personalized recommendations before adding an item to the cart. The stated goal is to reduce the return rate related to size, a lever identified in the group’s carbon footprint reduction strategy.
Choosing the right size on Zalando relies on three verifiable elements before each purchase: the personal measurements entered in the profile, the brand-specific size guide, and the customer review indicator on the product page. Entering measurements just once in the account activates personalized recommendations across the entire catalog, which reduces the need to manually check each guide.