Bra-fitting - shops act after Which? investigationRetailers act on Which?'s call to shape up

27 December 2010


Back in February 2010, we reported on the disappointing results when researchers visited high street stores, including Marks & Spencer, John Lewis and Bravissimo, to investigate bra-fitting services. 

But it seems that our clarion call has been heeded and change is beginning.

Poor bra-fitting

Our experts found that fewer than one in three of our 70 bra fittings measured up and no store was good enough to recommend, with some researchers told they were wildly different sizes by different shops. In one case this varied by seven sizes (34FF to 40D) between shops.  

Retailers take initiative

So we were delighted to hear that our research has prompted the creation of the Bra Retailers Association, which brings together specialist retailers and academics with the aim of improving bra-fitting services.

Senior health researcher Joanna Pearl said: 'We know that a badly-fitting bra is not just unflattering but can leave a woman with health problems, including back and neck strain. We challenged retailers to provide the service properly or not at all, and are really encouraged to know that they're listening and taking action.'

Had problems with a shop's service? We've got advice about your legal rights when returning goods and how to complain if things go wrong.

And you can find out the stores that people love to buy from in our reviews of high street electrical shops and homewares and furniture stores.