Marks & Spencer has permanently stopped using tape measures for its bra fittings, with all consultations now conducted by eye instead. The change follows a successful trial in 23 stores across the UK.
New Fitting Process
Under the updated system, fitters estimate cup and band size visually and provide customers with a range of bras to try on until the perfect fit is found. The retailer describes this as a 'no-touch' measuring approach designed to enhance customer comfort.
Expert Stylists Lead the Way
An M&S spokeswoman said: 'As the UK's lingerie market leader, we continuously improve our service to ensure our team of 2,000 expert lingerie stylists always provide the best bra-fitting experience. It enables our customers to feel comfortable, listened to and styled with confidence.'
She added: 'Following a successful trial, we've recently modernised the way we fit and style our bras to offer a more personalised experience and ensure customers find the bra that's right for them. The feedback so far has been overwhelmingly positive.'
Clarification on Transgender Policy
M&S emphasised that the change is unrelated to any controversy over transgender bra fittings. The company stated: 'This is categorically absolutely nothing to do with any row over trans bra fittings.'
Last year, M&S confirmed its bra fitting service is for customers and staff who are 'biological' women after a transgender row at a store in Ayr. A 14-year-old girl and her mother left the store after being approached by a 6ft 2in trans employee. M&S apologised for the distress but did not change its policy. Author JK Rowling led calls for a boycott of M&S over the issue.
