Marks & Spencer launch contactless bra fitting service

Staff and customers will be required to comply with rigorous coronavirus safety measures

One of M&S’s colleagues ready to assist with contact-free bra fittings (Marks & Spencer)

Marks & Spencer has launched a socially-distanced, contactless bra fitting service at 64 of its biggest stores in England and Wales.

Trained fitters 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.

While M&S currently offers bra fitting calculators online, the retailer says that in-person appointments enable fitters to make a better assessment.

The service was trialled at five of their largest stores with positive customer feedback on the ‘safe’ and ‘helpful’ service, particularly from first bra fitting appointments.

Strict safety measures implemented include the installation of hand sanitisation stations at the entrance to all lingerie fitting rooms, with colleagues required to wash their hands between fittings and customers to sanitise upon arrival, the maintenance of two metre distancing between fitter and customer at all times, extensive cleaning of fitting rooms, all surfaces and tape measures, and the isolation of all garments tried on but not purchased.

Staff will also wear a face covering, visor and disposable gloves for the fitting.

The UK’s biggest lingerie retailer, selling 24 million bras a year, recommends that customers getting regular fittings (every 6-12 months) as breast size can change with weight and hormone fluctuations, particularly during pregnancy.

All appointments for the new service are available to book online.

The service is scheduled to launch in Scotland and Northern Ireland from 14 December.

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.”  

M&S also revealed a shift in consumer trends since the beginning of the pandemic.

Pre-covid, around 25 per cent of M&S bras were non-wired, a figure that has since jumped to over 33 per cent, indicating a preference for comfort.

An increase in fitness and staying active also led to a jump in sales of sports bras between April and September of over 150 per cent.