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Marks & Spencer has launched a socially-distanced, contact-free bra fitting service at 64 of its biggest stores in England and Wales.
There’s no doubt the coronavirus pandemic has impacted our bra-wearing habits and while we admit we may not always wear one, getting the right size bra is important to make sure it’s providing enough support.
But getting properly measured usually means getting very close to your bra-fitter and that’s not really possible right now.
Thankfully, however, M&S has started to offer a contactless measuring service.
Trained lingerie experts wearing face coverings, visors and disposable gloves, will provide customers with sterilised tape measures to help them take their own measurements from a safe distance and advise on fitting, shape and style options.
Though M&S currently offers bra fitting calculators online, the retailer says that in-person appointments enable fitters to make a better assessment.
Before the second lockdown, the service was trialled at five of the high street retailer’s largest stores with customers feeding back on the “safe” and “helpful” service, particularly for first bra fitting appointments.
As well as offering socially distanced advice, other strict safety measures implemented include the installation of hand sanitisation stations at the entrance to all lingerie fitting rooms.
Fitters are required to wash their hands between each measuring and customers are asked to sanitise upon arrival.
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M&S says it will ensure the maintenance of two metre distancing between fitter and customer at all times, while fitting rooms will be extensively and regularly cleaned, including all surfaces and tape measures.
Additionally all garments tried on but not purchased will be put into isolation.
The retailer recommends that customers get regular fittings (every six to 12 months as breast size can change with weight and hormone fluctuations, particularly during pregnancy.
Commenting on the new service, Laura Charles, M&S’s lingerie director said: “Finding the perfect bra isn’t just about the garment itself, it’s about the perfect fit.
“We know our customers will continue to use online services and we’re working hard on improving those, but we also want to offer them the choice of an in-store experience, so we’re delighted to be starting our contact-free bra fit service.
“Customers can expect the great service they know and love, but adapted for this time, with extensive safety measures in place to protect our customers and our colleagues.”
Read more: We've been putting our bras on wrong
M&S has also revealed a shift in consumer lingerie trends since the beginning of the pandemic.
Pre-COVID, around a quarter (25%) of M&S bras were non-wired, a figure that has since jumped to over a third (33%), indicating a preference for comfort.
Customers wanting to stay fit and keep active has also lead to a spike in sports bra purchases, with M&S reporting seeing a rise of over 150% in sales of the designs between April and September.
The contact-free fitting service is now available in England and Wales and is scheduled to launch in Scotland and Northern Ireland from 14 December.
Appointments for the new service are available to book online.
Last week M&S was praised for featuring a model with curves in a recent lingerie shot posted on Instagram.
The post features blogger, and M&S influencer, Sophie Edwards, totally rocking a beautiful black, mesh underwear set and won some serious applause for its body inclusive approach.
Shop our top M&S bra picks
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