Female shoppers at selected Tesco Extra stores are to be offered free advice from an expert panel, aimed at combatting low self-esteem when buying clothes.

Tesco’s service will be fronted by TV’s How to look good naked guru Gok Wan and an in-store S-Team will provide advice on what to buy for a particular body shape.

The move comes following research carried out by Tesco, which shows that 54 per cent of women, who admit to embarrassment when exercising in public, avoid taking exercise where they can be observed by others.

Wan said: “I would love it if women everywhere felt good about themselves but, sadly, as these figures clearly illustrate, most don’t.”