Marks & Spencer, a staple on the UK high street, has announced a significant change to its long-standing bra fitting service. The retailer, which helps an estimated one million women each year find their correct bra size, is moving away from traditional tape measures. Instead, all future bra fittings will be conducted using a 'no-touch' method, where trained fitters will estimate cup and band size by eye.
This innovative approach follows a successful trial conducted in 23 M&S stores. The company states that the trial demonstrated the efficacy of the new method, leading to its decision to implement the change across its entire network of stores offering bra fitting services. The aim is to provide a more comfortable and potentially less intrusive experience for customers.
Historically, M&S has been a go-to destination for bra fittings, with many women relying on their expert service. The shift to an 'eye-balling' technique represents a notable departure from conventional practices in the lingerie industry, which often rely on precise measurements. M&S has not disclosed specific details regarding the training provided to fitters for this new method, but stresses its confidence in the accuracy and customer satisfaction achieved during the trial phase.
For UK consumers, the service remains free of charge, with no additional cost associated with the new fitting method. Customers can continue to book appointments online or visit stores for assistance. M&S bras range in price, with popular styles typically costing between £16 and £30, offering a variety of options to suit different budgets and preferences.