MARKS & Spencer has stopped using tape measures for its bra fittings — with all consultations now done by eye instead.
The high street giant, which helps a million women a year find the right size, is adopting no-touch measuring after a successful trial in 23 stores.
Sign up for the Money newsletter
Thank you!
M&S workers will estimate cup and band size and give customers a range of bras to try Credit: Getty
Some physical contact may still be necessary if staff have to make adjustments to ensure comfort Credit: Getty
Fitters will estimate cup and band size and give customers a range of bras before they find the right fit.
Some physical contact may still be necessary if staff have to make adjustments to ensure comfort.
The decision comes after author JK Rowling urged women to boycott M&S when a customer complained that a transgender staff member offered to help her daughter, 14, in a lingerie department last August.
At the time, British favourite M&S clarified that fittings were for “female customers and all our bra fitters are female”.
read more on MARKS & Spencer
WINNER WINNER
M&S brings back ‘sensational’ dine-in deal that feeds 4 people for just £15
MARKS THE SPOT
Brand new M&S store inside an old bargain shop throws open its doors
M&S, which had provided an in-store bra fitting service since the 1940s, said its newly adopted approach means they can offer women a more personalised experience.
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.”
She said the decision brought M&S in line with others in the market such as specialist bra firms Rigby and Pellar and Bravissimo.
She added: “The feedback so far has been overwhelmingly positive.”
Last night, M&S added: “This is categorically absolutely nothing to do with any ‘row’ over trans bra fittings.”
