Typically 'Ms Average' used to be 34-28-37, now she would be 88-72-96

Steve Tyler British Standards Institution

Men's suit and collar sizes would also change to centimetres, meaning men might go from a 40 chest (in inches) to a 102 chest (in centimetres).

The plans, which are under consultation in the UK until the end of March, have been driven by clothing groups across the UK.

Steve Tyler, of the British Standards Institution, told BBC News Online many retailers would welcome the change, although it would take some getting used to.

"Typically 'Ms Average' used to be 34-28-37, now she would be 88-72-96.

Dramatic change

"In bra size a 32B would become an 80B - cup sizes stay the same."

But the most dramatic change would be reserved for dress sizes with the whole idea of a single number to be done away with.

It's quite good sometimes when I can get into a 10, when I'm a 12

Lizanne Davies New Woman

"The actual number is going to go and be replaced by a pictogram of a lady with metric numbers denoting a 'primary' and 'secondary'.

"For size 14, there would be an arrow pointing to the bust saying 90-94. Depending on the design it could also point to the waist or the hips.

It is hoped the measure - if widely adopted - will make for better fitting clothes. Seven out of 10 women currently feel sizes are unclear or inaccurate and half of all women cannot find a good fit.

Lizanne Davies, fashion director of New Woman magazine, said many women would welcome the change.

She said people like her, who had to try on three different sizes in some stores, they would appreciate the end to uncertainty.

Some regret

"It is a really good idea. No-one knows what is a standard size - 10 and 14 change in every store."

But she said some clothes shoppers might miss being able to pretend they are smaller than they are.

"It's quite good sometimes when I can get into a 10, when I'm a 12.

"But we get quite a few letters from readers saying 'there's no way I'm a size 14 but when I go into one store, I am'."

Ms Davies said shoppers used to European sizes at new chains such as Zara and Mango might find the change easier.

Euro confusion

And importers and exporters would benefit from simpler multi-nation labelling, Mr Tyler maintained.

"There is a lot of confusion out there, particularly across Europe.

"A size 12 dress in the UK, in Germany, the Netherlands and France is 38, Norway, Sweden and Finland it is C38, it's a 40 in Belgium, a 44 in Italy and a 44/46 in Portugal and Spain."

The standard, if introduced, will be voluntary, with no prospect of a metric martyr in clothing.

"Britain has been involved in the committee. It is not an edict from Europe."