M&S to offer breast cancer information in fitting rooms

By

Nigel TAYLOR

Published
Feb 24, 2023

M&S is expanding on its recently-launched ‘Bra-Fit’ campaign by also adding a breast cancer awareness initiative to its UK stores.

Working with long-standing associated charity Breast Cancer Now, the retail giant is rolling out signage to more than 1,500 UK fitting rooms in 110 stores with guidance on the signs and symptoms of breast cancer to raise awareness among its 22 million Clothing & Home customers. They will also appear in M&S’s colleague changing rooms.

As the UK’s biggest bra retailer, it says the signage will be seen by millions of people every year and will be situated in every cubicle in the women’s and lingerie fitting rooms.

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The move is designed to aid early detection and encourage more people to regularly check their breasts. It noted breast cancer is the most common cancer in the UK, accounting for 15% of all cancer cases in females and males combined.

“Around 55,000 people are diagnosed with breast cancer every year in the UK, however the sooner the disease is diagnosed, the better the chances of treatment being successful.”, M&S noted

Savanna Binyon, Trained Bra Fitter and Section Manager for Lingerie at M&S in the Rock Shopping Centre, Bury, said: “I suggested it after realising that so many of my friends didn’t know how to check for signs of breast cancer. I thought the signage could help our customers — and colleagues — by encouraging them to touch, look, check, and speak to their GP if something doesn’t feel or look quite right.”