I may be totally fearless when it comes to taking on lingerie retailers, but there are some battle fronts the current B4J HQ in Amsterdam simply puts out of reach. So three cheers for bloggers Georgina Horne, Kitty Lingerista and Cheryl for stepping up and taking the War on Plus Four campaign right to where it really counts: the focus groups of Playtex UK.

To recap, the War on Plus Four was declared months ago when self-proclaimed curve champions Simply Yours created a diabolical size guide for their website. Hot on their heels, Playtex created a cute bra calculator app that predicted your pre-proper fitting size with a chilling accuracy. When challenged, both brands stuck by their positions, claiming they were ‘just guides’ – a common and wilfully negligent defence from plus-four peddlars. But with increased pressure and incredible support from readers Playtex did what Simply Yours dared not, and invited Busts 4 Justice to assemble a focus group of concerned readers to discuss the issue. Three top lingerie bloggers stepped up to the challenge, and I was incredibly proud to read this from Playtex UK on Monday:

“I just wanted to pass our thanks onto you for helping us set up a really valuable focus group, the feedback we received from the ladies was really useful. We will be working on the fitting information on the site over the next few months and look forward to sharing it with you.”

Why is this important? It is always important when big brands listen to customers and are prepared to change. Consumer action is absolutely essential in these situations, because unless customers tell companies they’re getting it wrong companies will continue to do as they always have. And no company is an island – each that makes a change will influence another. Each small victory in the War on Plus Four is a step closer to a consumer culture of better fit, and of more women enjoying the support, confidence and freedom we now almost take for granted. Certainly for me, that’s something worth fighting for.

I look forward to seeing what positive changes Playtex will make. Thanks once again to the girls for attending: you are superstars: medals for all.

And as for Simply Yours? I haven’t forgotten about you. Care to step up and do the right thing? There’s this excellent focus group I know of…