M&S to launch contact-free bra fit service at its biggest stores

M&S marks & spencer Laura Charles
M&S said its online bra fit tool is used on average by over 20,000 customers a month
// M&S to offer contact-free bra fit service at 64 of its biggest stores
// The service will be M&S’s England and Wales stores from December 3
// M&S trialled the service at five large stores prior to the second lockdown

Marks & Spencer has announced it will launch a contact-free bra fit service at 64 of its biggest stores in England and Wales from December 3.

The contact-free offering will be run by M&S’s team of lingerie experts and the consultations will include contact-free measurement, advice on the different styles, shapes and options, and help selecting and purchasing a bra.

M&S said it trialled the service at five large stores in Bluewater, Bromley, Kingston, Milton Keynes, and Westfield White City prior to the second lockdown, and found customer feedback to be positive.


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The adapted service will include the implementation of strict hygiene and social distancing measures to ensure customers can use the service with confidence. These measures include:

• Hand washing: Hand sanitisation stations will be at the entrance to all lingerie fitting rooms and customers will be asked to sanitise their hands on arrival; colleagues will wash their hands between every appointment.
• Social distancing: Two metre distance to be maintained at all times between bra fitter and customer.
• Extensive cleaning: Fitting rooms to be cleaned after every customer including all surfaces & all tape measures, with a deep clean every evening.
• Quarantining product: All bras tried on and not purchased will be isolated.
• Face coverings: Colleagues will wear a face covering, visor and disposable gloves and customers will wear a face covering.

All appointments for M&S bra fit will now be booked online to ensure contact details are collected for track & trace.

M&S said its online bra fit tool is used on average by over 20,000 customers a month.

“Finding the perfect bra isn’t just about the garment itself, it’s about the perfect fit,” M&S lingerie director Laura Charles said.

“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.”

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1 COMMENT

  1. Great idea M&S does the best underwear and that’s what people need to remember. Debenhams has even lost to M&S! I’ve said why aren’t clothes made to measure using online technologies and machines from customers profiles? then more tailored clothes less waste! m&s doing this will beat even Primark!

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