Marks & Spencer has announced it is scrapping the use of tape measures for bra fittings, replacing them with a 'no-touch' approach. The change follows a successful trial at 23 stores and has been rolled out to more than 240 locations across the UK.
Under the new policy, staff will estimate bra cup and band size by eye before offering customers a selection of bras to try on. While some physical contact may still be necessary to ensure the best fit, associates will no longer begin fittings with a tape measure.
The retailer’s Bra Fit service includes options for regular, sports, maternity, post-surgery and first bra fittings. M&S has a team of 2,000 lingerie stylists trained in the new method.
A spokesperson said: 'We’re always looking for ways to ensure our team provide the best bra-fitting experience. Following a successful trial, we’ve recently modernised the way we fit and style our bras to offer a more personalised experience.'
The move aligns M&S with brands like Bravissimo, which also fits by eye and states on its website: 'Our boobs are wonderful 3D things, and for this reason, we don’t find using tape measures much use to measure your bra size.'
Customer feedback on M&S bra fittings has previously included complaints about incorrect sizing, with some shoppers reporting they were given bras that rode up or had cups that were too small.
