Number of women wearing incorrect bra size increasing, says Debenhams

By

Barbara Santamaria

Published
May 4, 2016

It may be one of the most basic purchases a woman can make, however choosing the right bra size continues to be a challenge for many shoppers, according to Debenhams.

On Wednesday the retailer released a study that shows that now 8 out of 10 women are wearing the wrong bra size, rising from 7 out of 10 in 2013.

With more women now using online guides to determine their underwear sizes, the research suggests that 72% of women looking for answers online arrive at an incorrect size. Further, this increased to an 86% inaccuracy rate for women with a cup size over a DD.

“Now that women are wearing different styles of bras such as strapless, backless and halter neck it really is important to have a correctly fitting bra. Not only does it ensure that you carry off your outfit well it can also change your posture and boost confidence,” said Head of Debenhams Lingerie, Sharon Webb. 

Against the rising number of women wearing incorrect sizes, the British retailer is launching a bra fit campaign across its stores nationwide. All women who get fitted in stores will be offered £5 off any purchase over £30 on lingerie, while online lingerie purchases will be offered 20% discount when buying two items.