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Debenhams Aims to Dispel Bra-Fitting Fears

A model gets fitted outside of a Debenhams store.
A model gets fitted outside of a Debenhams store.

(Filed Under retail Lingerie News). U.K. department store chain Debenhams recently decided to encourage women to face their fears of bra fittings — by demonstrating fittings on models in store windows across the country.

According to research conducted by Debenhams, 85 percent of women surveyed were wearing the wrong size bra. Even though Debenhams — along with many other department and intimate apparel stores — offers free bra fittings to customers, the majority of women turn this service down or don’t seek it out in the first place. Debenhams’ research shows that women are reluctant to do a bra fitting due to fear of going topless, feeling uncomfortable or feeling embarrassed.

"The results of our survey were shocking — it’s astounding how many myths there are surrounding how a bra fit works," stated Debenhams head of lingerie buying and design Sharon Webb. "What’s more, a woman can go from a 36B to a shapely 32D in a matter of minutes by getting a good bra fit — no drastic surgery required."

To help women overcome the fear of bra fittings, Debenhams’ expert lingerie fitters aimed to offer the service to more customers during the month of May, plus demonstrated bra fittings on live models in the store windows throughout the month. Bra fittings were also taped and posted on Debenhams’ official Facebook page.

The goal of the campaign was to stress that wearing the right size bra can make a dramatic difference to women’s figures, as well as their comfort level.

Debenhams was established over 200 years ago and is the second largest department store chain in the U.K. The company operates 161 stores in the U.K. and Ireland as well as 61 international franchise stores in Europe, Asia and Africa.

more retail Lingerie News >>

Published 06-06-2011 by Katherine Rautenberg

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Debenhams Aims to Dispel Bra-Fitting Fears

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