Most fashion pages - these included - proceed from the premise that the majority of its readers are "average" size. In our (ok, my) fluffy, fashion-obsessed head, that translates as size eight to 14, height 5ft 3in to 5ft 7in. In fact, the reality is somewhat different.
The "average" clothing size of British women these days is 16 (up from 14 in 2000, and 12 in 1988), and the average height for UK women is 5 ft 4in.