Record-breaking bra sales give M&S a welcome lift as it captures 37.5% of the market
Marks & Spencer has launched a digital bra-fitting tool to boost sales of its bestselling product.
The ailing retailer has struggled to return its clothing section to former glories due to supply issues and accusations its fashion styling is dowdy.
But it now has an all-time record 37.5 per cent of the market in bras – selling 24m a year – suggesting women still flock to the store for the staple item. Its ‘Rosie’ range, part of the tie-up with supermodel Rosie Huntington-Whiteley, is also selling well.
Star appeal: Marks & Spencer’s ‘Rosie’ range, part of the tie-up with supermodel Rosie Huntington-Whiteley (pictured), is also selling well
The online system for bra-fitting aims to make it easier for customers to book an appointment and receive recommendations on the size and shape of a bra. Fitting is still done in the traditional manner, with a tape measure.
But the company hopes the technology will push repeat orders, citing figures that show that women who go for an appointment with a trained fitter buy two to three times more bras than those who do not.