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[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.
Campaign assets can be downloaded here
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
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%)
The M&S BraFit™ Experts
Hear from three of M&S’ regional BraFit™ experts, answering customers BraFit™ questions.
Sophie Skidmore. Exeter Store (Fitting since April 2021) Alison Pearce. Norwich Store (Fitting for 10 years) Denise Burgess. Lowestoft Store (Fitting for over 40 years)
What do you think are the greatest benefits of an M&S BraFit? “Comfort, confidence and health. Your bra is one of the first things you put on in the morning and one of the last you take off at night and if you have an ill-fitting bra, you're going to be uncomfortable the majority of that time. Going for a regular bra fit will ensure you're wearing the correct size and shape for your body, as it changes shape throughout your life, keeping you supported and comfortable throughout your day. Wearing a bra that fits and flatters your body also has an incredible impact on confidence, with customers often leaving their appointment with a spring in their step. Clothes will fit better; you’ll smooth your silhouette, and you’ll feel supported in all the right places.”
Do customers return for regular bra fit appointments? “We pride ourselves on offering customers the highest level of service during their BraFit appointment and often see customers returning throughout the various stages of their lives to be fitted. Building trusted relationships, that take individuals from their first bra fit as a teenager to their first bra fit as a new mum. We always make sure to remember details that make a customer feel special, such as favourite colours, shapes, styles and fabrics.”
Is there a particular bra that you find yourself recommending again and again to customers? “The wild blooms range. It's versatile, feminine, comes in a wide breadth of sizing (A-J) and is available in a wired, non-wired, minimiser and full cup option. So, it's a bra that suits a wide variety of customers and the anti-slip, silicone straps are a brilliant added innovation. This bra is also available in a wide variety of colours, from classic black and white, to the neutrals range and finally a brand new bright red shade new for 2023 - so something for everyone.”
What is the most common fit issue that customers arrive with? “A large proportion of women arrive wearing the wrong cup size, whether that be too big or too small. It’s very unflattering to wear the wrong size cup, particularly if it’s too small and creates lumps and bumps underneath your clothes. Once we’ve addressed the problem customers can’t believe the difference, their bust line is lifted and smoothed, they have a tummy again and it’s really rewarding to witness the improvement in a matter of minutes. It’s also important to reassure customers that size doesn’t matter, it’s just a number and a letter.”
What’s the main misconception about a bra fitting? “The most common misconception surrounding 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 can always offer to measure you whilst wearing your top, making sure you feel as comfortable as possible.”
What makes BraFit at M&S so special? “Trust, breadth of offer and accessibility. It really is a one stop shop, providing innovative options from Angel through to post- surgery and sports bras, in sizes A-K and designed in house by our design team. All conveniently located in your local Clothing, Home & Beauty store in 245 BraFit stores in locations across the UK. Finally, bra fitters receive guided training with individual modules that cover every specific element of BraFit, from nonbinary and transgender customers to post surgery and nursing mothers and the best thing is, this service is completely free of charge.
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