The invention relates to an improved method of providing customers with indications of whether certain articles, for instance footwear or clothing, will fit that customer and to making recommendations for articles that will fit. The method takes body size data regarding the size/shape of the appropriate body part of the customer and compares the data against a reference body size/shape associated with an article. The reference body size is obtained from the recorded body sizes of previous customers who are known to fit the particular article. A match between the current customer's body size and the reference body size for an article is an indication that such article will fit that customer. The present invention thus avoids any need to obtain any size information about the article itself and can generate the reference body size data through normal retail practices. The invention is particularly applicable to the fitting of shoes.