- 1 in 3 have never had bra size professionally measured – new campaign spotlights retailer’s BraFit™ service
- Reaffirms M&S’ expertise and category leading position as UK’s number 1 retailer for bras and as the largest bra fitting service on the High Street
- M&S sold 21 million bras in 2022 and fits over 900,000 customers
[Wednesday 15th February] Today, M&S has launched a campaign calling on the nation to give their boobs some love, care and attention - starting with the retailer’s much-loved and long-standing BraFit™ service. Leading with the strapline, ‘Love your Boobs, it starts with a bra fit’ – the campaign celebrates boobs of all shapes and sizes – from big boobs and small boobs to nursing boobs and post-surgery boobs; reaffirming M&S’ expertise in lingerie and as an inclusive retailer that caters for every life stage and need.
Despite breasts changing shape and size throughout a lifetime, research by M&S found that over a third of women (35%) have never had a bra fit, two fifths (38%) are unsure if, or know whether, they are wearing the right bra size and amongst those that have had a bra fit, nearly one third haven’t been fitted in the last five years (30%)*. Through the campaign M&S hopes to normalise the British boob and help women feel more confident, starting by booking a free BraFit™ appointment with one of the retailer’s 2,000 Bra Fit experts who, between them, fit more than 900,000 customers every year.
The stars of the 360 campaign - Anna, Nicky, Enga, Emi, Christine and Emma - represent the diversity of boobs and feature in photography and video that illustrate how M&S’ product range caters for different needs and life stages. The campaign will span OOH, print, digital, media partnerships, PR, organic and paid social including an all-day takeover of both M&S’ Instagram accounts, supported by influencer and content from M&S’ Insiders.
Anna Braithwaite, Marketing Director – Clothing & Home, said: “Our boobs are unique and – like the rest of our bodies – they change through our lifetime. With this campaign we want to celebrate our differences in a positive, fun and uplifting way.
“With a large proportion of the UK population wearing the wrong bra size or never been measured, we’re on a mission to change these statistics and get more people to love their boobs and show them a small – but important - act of self-care by booking a free bra fit.
Our Bra Fitters are some of the most passionate and informed people I’ve met, and through this campaign, we’re excited for even more of our customers to experience our Bra Fit service.”
On the campaign creative, Braithwaite added: “It was important that we created a campaign that was inclusive, diverse and body positive – as a retailer that serves over 22 million customers every day, we have a responsibility to represent all body types and that extends beyond our marketing: it’s reflected in our product ranges too – whether shopping with us in-store or online, customers will find an extensive offer that caters for different needs and life stages.”
Bra Fit myths, busted
Nearly two fifths (39%) of women surveyed believed that to have a bra fit, they must remove their bra whilst 16% were unsure on the process entirely. In fact, there is no requirement to remove any clothing:
“The most common misconception surrounding a bra fit, is that you need to fully undress for the fitting. Many customers walk in and the first thing they say is, how do you want me to undress? First and foremost, we want you to be comfortable and leave knowing your body shape, the type of bra you should be wearing and your size. We’ve got fantastic private changing rooms and we’re trained to put you at ease as quickly as possible. If that wasn’t enough, we will always offer to measure you whilst wearing your top, making sure you feel as comfortable as possible” explains M&S Bra Fitter, Sophie Skidmore.
Almost a third of women (28%) said they were unsure about how often they should get a bra fit - “Bodies change,” says Sophie. “You don’t stay the same size all the time. If your weight changes, your breast size changes, and that means your bra size changes too. Have a bra fit once a year to be sure you’re wearing the right bra.”
The High Street’s largest BraFit™ service is now used by an average of 17,000 customers every day across more than 240 stores UK wide. In 2021, in response to the changing shopper habits brought about by the pandemic, the retailer launched a virtual bra fitting service, allowing customers to find the right fit and style from the comfort of their home.
As the market leader for lingerie in the UK with a 22.9% market share – the retailer sold 21 million bras last year (that’s the equivalent of 40 bras every minute!) and has been driving innovation in the category for nearly 100 years.
ENDS
Notes to Editor
Campaign assets can be downloaded here
Campaign credits
- Concept/ Creative: House 337
- Media: Mindshare
- Photographer: Laura Jane Coulson
The M&S Bra Fit campaign runs from February 15th – March 14th, 2023. Customers can book a bra fit appointment instore or online and choose the bra fit service that best suits their need (regular fit, post-surgery, nursing, first bra).
Nearly 100 years of pioneering product development and best-in-class expertise
- 1926: M&S launches its first bra
- By 1939: selling at least 30 styles of bra (the most popular fabric for lingerie during the 1930s and 1940s was artificial silk or Rayon as it was then known)
- 1947: sales assistants were trained in measuring customers girdles, bras and corsets on the shop floor under the customers’ coat. In the same year, M&S also trialled a new way of selling lingerie – the Marble Arch store had specifically designed counters to give a secluded space where customers could feel at ease
- Early 1950’s: M&S began using three cup sizes; small, medium and large
- 1953: started selling bras aimed at teenagers and younger women
- 1965: M&S is the first retailer to introduce a range of coordinating bras and girdles
- 1964: promoted bras with elastic and adjustable straps and elastic back and side panels
- 1969: M&S introduced cup sizes to its bras
- 2022: updated the M&S BraFit calculator to be quicker and more intuitive
- 1972: introduced first unlined bra for 73p – it became the bestselling bra in Britain that year selling over one million
- 1984: introduced sports bras and store colleagues were trained in advising which bras were most suitable for exercise
- 1996: M&S was the first retailer to launch a machine-washable underwired bra
- 1997: we refreshed the fitting rooms in our lingerie department – adding new fixtures and fittings, and merchandised by different looks: glamour, modern and classic
- 2006: post-surgery bras were introduced
- 2006: Autograph collection lingerie was launched
- 2012: first partnered with Rosie Huntington-Whiteley to launch lingerie range (a piece from Rosie’s collection is sold every 30 seconds)
- 2020: suspended in store bra fit service due to COVID-19 pandemic and provided customers with a self-measuring guide
- 2020: launch of B by Boutique – a range filled with bright and bold pieces
- 2023: updated the M&S BraFit calculator to be quicker and more intuitive
- 2023: M&S fitting rooms include an illustrative guide encouraging customers to regularly check their boobs for any changes and the signs and symptoms of breast cancer
The survey
*512 adult women were polled, nationally representative of the UK, using the Toluna panel between 18-19th January 2023.
Findings from the survey:
The most important feature people look for when buying a bra:
Comfort (60%)
Support (29%)
Style (9%)
Versatility (2%)
How often people think they should get a bra fit:
Once a year (35%)
Twice a year (15%)
Once every five years (14%)
Less often (8%)
I’m not sure (28%)
When people think it’s important to get a bra fit:
Weight change (74%)
During pregnancy (43%)
After pregnancy (50%)
After surgery (39%)
Not sure (18%)
% of the population that has had a bra fit:
Yes (65%)
No (35%)
Time since last bra fit:
Less than one month ago (3%)
Less than six months ago (15%)
Less than 12 months (15%)
Less than two years ago (11%)
More than two years ago (20%)
More than five years ago (30%)
Can’t remember (5%)
Reasons for not having had a bra fit:
Haven’t got round to it (22%)
Don’t have the time (7%)
Don’t feel comfortable (37%)
Don’t want to take my bra off (9%)
Don’t know where to go (19%)
Don’t think need to/ know my size (36%)
Other (4%)
% of population that believe you have to take your bra off at a professional bra fitting service
Yes (39%)
No (45%)
Don’t know (16%)
% of population that know they are wearing the right bra
Yes (61%)
No (21%)
Don’t know (17%)
% of UK population that has had a bra fit with M&S
Yes (47%)
No (51%)
Don’t know (2%)
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The M&S BraFit™ Experts |
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Hear from three of M&S’ regional BraFit™ experts, answering customers BraFit™ questions. Sophie Skidmore. Exeter Store (Fitting since April 2021) What do you think are the greatest benefits of an M&S BraFit? Do customers return for regular bra fit appointments? Is there a particular bra that you find yourself recommending again and again to customers? What is the most common fit issue that customers arrive with? What’s the main misconception about a bra fitting? What makes BraFit at M&S so special? |
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2023 Fashion, Home & Beauty