Lingerie giant Triumph has committed to fit more than 100,000 women worldwide and educate them on selecting their correct bra size as part of a new campaign, dubbed Stand Up For Fit.
The brand will launch an online fit guide and offer a free in-store service to advise and support women in buying lingerie.
Customers can either book an appointment online or drop in to receive a personal fitting with store advisors. In the UK, 10,000 women will be given a complementary bra fitting.
Triumph was inspired to launch the campaign after conducting a survey on 10,000 women, 76% of which admitted to wearing the wrong bra size.
The brand also found that just 37% of British women have had a bra fitting in the last six months, compared to 64% in Italy and 42% in France.
Just 25% of German women had a bra fitting over the same period, compared to 35% of American women participating in the survey.
Triumph head of marketing Eszter Szijarto commented: “At Triumph we believe in providing the best fitting lingerie for every shape and occasion. The perfect lingerie can dramatically improve the way you look and give you confidence and we believe that the first step to your perfect fit is to receive advice from experts who can offer correct measurement with advice on tailored cuts to flatter your natural body shape.”
“Stand Up For Fit is our mission to help women discover their actual size and to break down the barriers when searching for advice on lingerie and personal fittings,” she added.