On one hand, I’m happy that high-profile stores like Debenhams are investing in bra-fitting awareness. On the other though, I can’t help but grimace. The press release blames endemically bad fit on women being embarrassed about the fit experience, but I simply don’t think that’s the case. More likely the sad truth is this: for years the prominent and supposedly reliable businesses we’ve trusted to fit us correctly have simply been getting it wrong.
That “85% of women are wearing the wrong sized bra” statistic hasn’t changed in all the years I’ve been busting for justice, so I almost feel as if – if bra fitting accuracy is plateauing at this pitiful percent – the large high street fitters seeking to raise their profile with campaigns like this should take responsibility for some of it. How can we trust them to get it right now when they don’t appear to be admitting there was ever a problem?
That said, I do believe that everyone deserves a second chance. I’ve had some positive fitting experiences at Debenhams, and the more money, time and effort they can spend on raising bra fit awareness the better. But I would like to extend them a little challenge:
Will you show us your figures?
It’s one thing to generate a few headlines and extra sales with an eye-grabbing statistic. It’s quite another to follow through and commit to making difference to it. Busts 4 Justice would like to challenge Debenhams to record their refitting throughout this campaign, as Bravissimo do. Not only will it generate more accurate idea of what an ‘average’ size might be, but it will prove the sincerity of the mission and quantify just how many women are being helped. It’s a tiny gesture, but by opening themselves up in this way it would prove a commitment and a certain accountability to the cause that would really set Debenhams apart from the pretenders…
What do you reckon, Debenhams? You up for it?