Earlier quoted context omitted.
> If you shop online and use raw measurements, then it will both fit and be available. I'm a man often shopping for bike wear in Europe. I'm neither overweight or obese. The article is right that sizing is a complete mess: with my 180cm and 74kg I'm usually mass market size M in tops and L in pants because I just have a big ass (again I'm not fat, I still have a big ass when I'm 70kg during the height of the summer s…
These clothing companies are based (if no longer producing) in different regional markets, so focussing on e.g. the average Italian cycling enthusiast, which will be quite different to the average Dutch, American etc. I've found myself not even considering brands where I've found inconsistent sizing, but going back again and again to ones I can reliably pick a size and know it'll fit, no returns.
I have seen this explanation a lot and frankly I doubt that very much (The XXL I had to return was a Belgian brand). I think it's not the body size difference in regional market but rather the Italian market for example may be used to different size designations. But then they sell to other markets too, so they should sort this thing out. I simply can't buy anything from Castelli when the reviews say 'buy 2 or 3 sizes larger than the measurements say'.
> but going back again and again to ones I can reliably pick a size and know it'll fit
I wish those existed for my garments. Sizing is inconsistent between Assos Equipe RS and Mille GT lines, between newer and older Isadore pants, between newer and older Endura pants...