Boom of the bust
Debenhams reveals some hidden bra truths and that women’s busts are getting bigger.
Britain’s busts have grown by three sizes in just two years, according to research by high street retailer Debenhams.
The best selling bra size has gone up from a 34B in 2010 to a 34DD in 2012 and it’s ladies living in the North, Midlands and Ireland who are the ones contributing to this trend, whilst ladies in the South and Scotland have grown by a more modest two sizes.
If the saying ‘size matters’ is true, then Wales is firmly in the lead with size E as the average bra size.
And an astonishing 78% of women surveyed by Debenhams admit to previously squeezing into a bra that was a smaller size than they should be wearing.
Debenhams’ head of lingerie buying and design, Sharon Webb commented: “Sales suggest that breasts are bigger and better than ever before”.
Voluptuous role models such as Dita Von Teese, Kim Kardashian, Nigella Lawson and Beyonce Knowles are constantly flaunting their assets and in turn have encouraged women to embrace their breasts and celebrate their curves.
An attention-grabbing 70% of bra sales in Debenhams stores across the UK this year have been for padded and push up bras compared to 36% in 2010, suggesting that women are now proud to show off what they’ve got.
Continues Webb: “Confidence is changing the shape of the nation. Fit is of paramount importance, a great fitting bra makes you look incredible on the outside and feel fabulous on the inside.
“If women want a bit of enhancement then they can invest in a simple padded or push up bra and see instant results by the fasten of a clasp - no expensive surgery required."
Debenhams bra fitters are fitting as many women as possible during the month of October, to show the importance of wearing the right sized bra and the dramatic difference it can make to a woman’s figure.
“We’ve seen a lot of women wear ill fitting bras. It seems that they weren’t making the best of their bust so we sized up the problem.”
“There’s no excuse for people to wear the wrong bra size; the bra fitting service is free and we have hundreds of expertly-trained lingerie fitters.”
And during the month of October 50p from every bra sold will be donated to the Debenhams Think Pink campaign, which is donating funds to Breakthrough Breast Cancer (45%), Breast Cancer Campaign (45%) and Pink Ribbon Foundation (10%).
Notes to Editors:
About Think Pink
Think Pink is Debenhams' new breast cancer initiative that will run every October to support Breast Cancer Awareness month.
Think Pink will donate to three breast cancer charities: Breakthrough Breast Cancer (45%), Breast Cancer Campaign (45%), and the Pink Ribbon Foundation (10%), to cover the full spectrum of education, research, treatment and care.
Think Pink will fund research into finding both the causes and treatment of breast cancer, as well as promoting Breakthrough Breast Cancer’s TLC (Touch, Look, Check) message which is vital in preventing the disease.
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 240 stores across 28 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
In the UK, Debenhams has a top four market share in womenswear and menswear and a top ten share in childrenswear. It leads the market in premium health and beauty.
Debenhams is the eleventh biggest UK online retailer by traffic volume and in March 2012 was awarded "Multichannel Retailer of the Year" at the Oracle Retail Week Awards.
Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Roksanda Ilincic, Betty Jackson, Jonathan Kelsey, Carol Lake, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Jenny Packham, Pearce Fionda, Preen, Janet Reger, John Rocha, Jonathan Saunders, Lisa Stickley, Yukari Sweeney, Ashley Thomas, Eric Van Peterson and Matthew Williamson.