M&S launches contact-free bra fit service

Marks & Spencer (M&S), a UK-based lingerie retailer, has announced that from December 3, the company will launch a contact-free bra fit service at 64 of its biggest stores in England & Wales. The adapted service will include the implementation of strict hygiene and social distancing measures to ensure customers can use the service with confidence.

The contact-free offering will be run by M&S’s team of lingerie experts and the consultations will include the following: contact-free measurement (colleagues will show customers how to take their own underband measurements accurately with a sterilised tape measure and will assess cup size all from a social distance);

advice on the different styles, shapes & options available at M&S (in-store and online); and help selecting & purchasing the perfect bra – from everyday options, to sports bras, to something special.

One of M&S’s friendly store colleagues ready to assist with contact-free bra fittings.

Prior to the second lockdown in England, the adapted service was trialled at five large M&S stores (Bluewater, Bromley, Kingston, Milton Keynes, and Westfield White City) with great customer feedback on the ‘safe’ and ‘helpful’ service particularly for first bra fit appointments.

Digital technology plays an important role in how M&S Lingerie now serves customers. Over the past few months M&S has continued to offer bra fit advice to customers via its bra fit guidelines and online bra fit tool, which is used on average by over 20,000 customers a month. This technology will continue to be a focus for the retailer with customer shopping habits changed forever, and more lingerie purchases taking place online. 

“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 & love, but adapted for this time, with extensive safety measures in place to protect our customers and our colleagues,” Laura Charles, M&S’s lingerie director, said in a press release. 

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