M&S make major U-turn on bra fittings after customer complaints over inaccurate cup sizes

MARKS & Spencer has reversed its decision to ditch tape measures for bra fittings after customers complained. Shoppers and staff are said to have moaned measurements by eye take too long and are not as accurate. Marks & Spencer has reversed its decision to ditch tape measures for bra fittings after customers complained Credit: Getty M&S, which has done in-store bra fits since the 1940s, will now keep tape measures on standby if customers request them Credit: Getty M&S, which has done in-store bra fits since the 1940s, will now keep tape measures on standby if customers request them. One M&S worker called it a “victory for common sense”. Sign up for the Money newsletter Thank you! She said: “Fittings take much longer without a tape measure and staff were already under pressure, especially at busy times. “Customers prefer us using a tape measure too, as you get a more accurate fitting than by eye.” M&S does more than a million bra fits a year. It adopted no-touch measuring in May after JK Rowling urged women to boycott M&S when a customer complained a trans-gender worker offered to help her 14-year-old daughter with lingerie. Fitters were told to estimate cup and band size and offer customers a range of bras to try on. The retail giant said the decision had brought it into line with other bra firms such as Rigby & Peller and Bravissimo. Most read in Money M&S said last night: “As the UK’s lingerie market leader, we continuously improve our service. “We have an expert team of trained bra fitters, and they can use a tape measure if they or the customer prefers this. “We have recently communicated this to our colleagues to make this clearer.” Comment now