M&S focuses on key product area with bra-fit campaign

By

Sandra Halliday

Published
Feb 16, 2023

With over a third of women never having had their bra size professionally measured, M&S has launched a new campaign to spotlight the retailer’s long-standing BraFit service.

And having sold 21 million bras and also fitted over 900,000 customers last year, it’s a subject close to the retail giant’s heart.

So its new campaign calls on British women “to give their boobs some love, care and attention”. Leading with the strapline, ‘Love your Boobs, it starts with a bra fit’ – the campaign celebrates breasts of all shapes and sizes… reaffirming M&S’ expertise in lingerie and as an inclusive retailer that caters for every life stage and need”.

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Despite breasts changing shape and size throughout a lifetime, research by M&S found that 35% of women have never had a bra fit, while 38% are unsure if, or know whether, they’re wearing the right bra size. And among those that have had a bra fit, 30% haven’t been fitted in the last five years.

“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”.

The stars of the campaign — Anna, Nicky, Enga, Emi, Christine and Emma — represent the diversity of breasts and feature in photography and video that illustrate how M&S’s product range caters for different needs and life stages.

The campaign will span out-of-home, print, digital, media partnerships, PR, organic and paid social including an all-day takeover of M&S Instagram, supported by influencer and content from M&S Insiders.  

Anna Braithwaite, Marketing Director – Clothing & Home, said: “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.”

Of the campaign creative, Braithwaite added: “It was important that we created a campaign that was inclusive, diverse and body positive – we have a responsibility to represent all body types and that extends beyond our marketing.”