>> The pitch was to get away from inaccurate generic sizing terms like “small”, “medium” and “large” and move to a system based on body measurements.

I'm a man and possibly missing something, but it seems to me that women's clothing is deliberately inaccurate.

When I buy pants (in America), the measurements are expressed in inches. I rarely even try them on.

Women's sizes vary by brand and seem engineered to flatter rather than describe. A woman buying a "size 0" has not expressed her desire for a predictable, sensible sizing system.