Home / Knowledge / News / Apparel/Garments / Birmingham men have UK's widest waistlines - Fits.me
Birmingham men have UK's widest waistlines - Fits.me
Dec '12
At an average of 91.88cm (just over 36”), the biggest male waistlines in the UK belong to folk from the West Midlands, according to new data from virtual fitting room company Fits.me.  Following close behind are Wales (with an average waistline of 91.53cm), the east of England (91.52cm), NW England (91.47cm) and the north of Scotland (91.37cm).

After Birmingham – whose men average 92.06cm around their middle – the UK cities with the largest average male waistline measurements are Belfast (91.68cm), Sheffield (91.52cm), Liverpool (91.35cm) and Stoke-on-Trent (91.23cm).

The average British male waistline is 91.16cm, while the trimmest men in the UK can be found in Brighton, over an inch less than Birmingham at 89.12cm.

The figures come from analysis of the measurements of men who have submitted their own measurements to one of Fits.me’s virtual fitting rooms.  Fits.me’s virtual fitting rooms are used by brands and retailers including Adidas, Hawes & Curtis, Pretty Green and Thomas Pink, to help their customers buy the right size of garment when shopping online.

Heikki Haldre, founder and chief executive of Fits.me, commented: “Retailers are competent at looking at their data to determine what they actually sold.  It’s much more difficult for them to know what they could have sold, if only they had been able to put the right garments, in the right sizes, into the right countries or even regions.

“If you’re a retailer that knows there’s more than a full inch of difference between the average waistlines of the men of Brighton and Birmingham, then you might alter how many items of each size you send to your shops in those areas, both to maximise sales and to minimise the possibility of disappointing your customers by running out of the right sizes.

“Since we measure far more than simple waistlines and more than simple averages, the data we’re collecting could also help retailers to manufacture clothes that relate more closely to the sizes of real people than ever before.  These are examples of ecommerce data being able to inform decision-making in the physical world,” concluded Haldre.

Internationally, Greece leads the way for the chunkiest fellas (97.53cm), followed by Turkey (97.45cm) and Saudi Arabia (97.03cm).  British men measure in at a respectable 58th out of 81 countries in which data was collected, with the global average waist measurement being 92.55cm.  Japan has the slimmest men, at an average 84.43cm. 

The largest female waist measurements are in Nigeria (82.67cm), followed by Ghana (82.17cm) and Qatar (81.94cm), with Serbia the thinnest (71.66cm).  At 80.45cm the UK’s ladies rank 11th (out of 85), with the global average for women standing at 76.46cm.

Fits.me’s virtual fitting room solutions help boost the profitability of online clothing retailers by enabling them to overcome what Mintel (Online Fashion, March 2012) describes as “the biggest obstacle facing them”: the fact that it is impossible for online shoppers physically to try on garments before buying.

Must ReadView All

Courtesy: Myntra

Apparel/Garments | On 3rd Dec 2016

Myntra to be EBITA positive by FY18: CEO Narayanan

Myntra is on track to achieve sustainable growth and be EBITA...

Courtesy: India ITME Society

Textiles | On 3rd Dec 2016

India ITME 2016 opens with over 1050 exhibitors

The India International Textile Machinery Exhibition (India ITME)...

Courtesy: Bruckner

Textiles | On 3rd Dec 2016

Indian textile companies opt for Brückner stenter lines

Indian textile firms Laxmipati Sarees, makers of polyester sarees and ...

Interviews View All

Sanjay Yagnik
Maa Tex Speciality

‘We suggest reducing dosage of sizing chemicals to reduce sludge...

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Hugo Boss

'Hugo Boss works with carefully selected sourcing partners'

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Sonam & Paras Modi

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search