Press Releases


Getting the Measure of Bra Size - Increasing numbers of women are wearing incorrect size

Debenhams Bra Fit Campaign

Debenhams reveals that increasing numbers of women are wearing the incorrect size bra in a study released today. 

In the last three years the retailer which sells 10,000 bras per week has seen a decline in women wearing the correct size.  Debenhams bra fitters working across the country have found that whilst 7 out of 10 women wore the wrong size bra in 2013 this has now risen to 8 out of 10 women wearing ill-fitting underwear.  

The increasing numbers come against a backdrop of more services on the high street to measure and fit women as well as a plethora of online fitting guides.  The study, which monitors national bra size awareness and fitting also observed a panel of women using on-line guides to self-determine their size.  The women were then measured by professionally trained bra fitters finding that 72% of women using online guides had arrived at an incorrect size.  This increased to an 86% inaccuracy rate for women with a cup size over a DD.

In addition, the majority of online guides gave the outdated method of taking two measurements over and under the bust and then follow a set of rules to calculate a size.  The more accurate online guides request taking one measurement and then take customers through a series of questions to arrive at a bra size.

Head of Debenhams Lingerie, Sharon Webb says, “In this Information Age it is surprising that more and more women are in fact wearing the wrong size bra.  Though it can be convenient to have information at our fingertips nothing can replace the efficacy of being measured by a professional bra fitter.”

“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.”   

Debenhams encourages women to get fitted every six months in store as breast size can fluctuate for a number of reasons.  The department store offers a quick no appointment-needed fitting service for mums to be to women who have undergone mastectomies and other surgeries.  Many women think that getting measured actually means going bra-less which is incorrect.    

Debenhams has identified the five ‘tell-tale’ signs for spotting an incorrect fitting bra:

  1. Centre of bra should always sit flat against the chest
  2. Wires should fully encompass your bust and sit around the breast – not on it
  3. Bust should be fully contained within the cups
  4. Make sure you have enough space to fit two fingers underneath back strap
  5. Indents on the shoulder caused by over tightening straps and not enough support from the brand.

The retailer has also highlighted the top four side effects of wearing the incorrect bra size can include:

  1. Headaches - If your bra is too tight, it causes tension on your shoulders, neck and back and that in turn can cause headaches
  2. Saggy boobs - a bra that is the wrong size can cause the ligaments to stretch, which can ultimately result in saggy boobs
  3. Back pain - caused by not enough support
  4. Bulging boobs - You know when your bra is too tight and your boobs start to bulge out over the top creating the four boob effect

Debenhams complimentary bra fit service is available in all stores nationwide.

Notes to Editors

Debenhams Bra Fit

A bra fit campaign launches across all Debenhams stores nationwide today.  Debenhams is offering all women that have a bra fit £5 off any purchase over £30 on lingerie in store and 20% off full price lingerie when buying two items online* from Tuesday 3rd May to Sunday 22nd May 2016.

*Cannot be used in conjunction with any other offer and excludes shapewear, sleepwear and hosiery.

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of more than 240 stores across 27 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear.  It holds the number two market position in premium health and beauty.

Debenhams has been investing in British design for 21 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Abigail Ahern, Savannah Miller, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Betty Jackson, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Stephen Jones, Preen, Giles Deacon Janet Reger, John Rocha,  Ashley Thomas, Eric Van Peterson and Matthew Williamson.


Sarah Coventon

020 3549 0236 /

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