Launches New Online Fitting Room

Drop the Tape Measure: Lingerie Retailer Helps Women Find Perfectly Fitting Bras

Aug 21, 2013, 10:38 ET from

NEW YORK, Aug. 21, 2013 /PRNewswire/ --, the leading online retailer of more than 200 brands of lingerie, sleepwear, swimwear and activewear, launches a new online "Fitting Room" with the mission of helping women everywhere find a perfectly fitting bra.

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The "Fitting Room," which debuts on August 21, 2013 as a special section on the website, aims to help women find a bra that is such a perfect fit – and so comfortable – that they forget they are even wearing one.  The virtual room includes a special, interactive bra calculator to give insight into the areas that can be improved with fit, along with helpful hints and tips on what to look for when shopping for bras.

"A properly fitting bra can be life-changing," said Irene Dmyterko, Technical Manager at "It slims the silhouette, improves posture, and – most importantly – can give women increased confidence."

Highlights of the "Fitting Room" include:

  • Bra size calculator – an interactive guide to see if a woman should go up or down in bra sizing
  • Two videos – one illustrating how to properly put on a bra and the other showing what the "perfect" bra fit looks like
  • A list of common bra fit problems
  • A look into the history of bra fitting
  • "The Bra Deconstructed" – a guide to the various parts and components of a bra
  • Bra care guides – instructions on how to properly wash and care for bras

During extensive fit research, learned that the most common problems were women wearing too large of a band and too small of a cup, thus not supporting and lifting the bust properly.  The company found that, on average, women using the new bra calculator went down one back size and up three cup sizes.  Whereas many women believe they are a 36C, reports their bestselling sizes to be a 32F and a 34E.

"Often women underestimate their cup size and overestimate their band size simply because they've been improperly fit in the past and because a bra in 34 or 36C is more readily available at a brick-and-mortar retailer where stock is limited," said Dmyterko.  "But, is solving that problem – not only by revamping the way that bra fit is done – but also by offering the largest selection of designers and the most extensive range of lingerie sizes with bands going from 28-56 and cups ranging from AA-K. 

According to, the new online "Fitting Room" is necessary as the traditional "tape measure" bra sizing system was developed more than 70 years ago.  Since then body shapes and sizes – as well as technology in lingerie – have changed a great deal.  The classic bra size fit system has flaws, including: the tape measure system was only designed for cup sizes A-D, when bras are now available up to a K cup and beyond; the system relies on wearing a bra while being measured, which is skewed if a woman has an improper fit to begin with; and the tape measure system ignores the shape of the ribcage and the proportions of the shoulders to the waist.

"Our new 'Fitting Room' has a wealth of information for women in a very clear and user-friendly format," says Dmyterko.  "This online guidance is helpful, as it allows women to discover their real size and proper bra fit in the privacy of their own home."

In addition, offers an expert phone-in service at (866) 751-2589 with fully-trained bra fitters who can help customers find their correct size over the phone.  The bra hotline is available seven days a week.

ABOUT FIGLEAVES.COM: is the ultimate online destination for lingerie, swimwear, sleepwear and menswear. In an unparalleled size range from AA-K cups, offers everyday luxury for every body. Brands include Chantelle, Curvy Kate, Elle Macpherson Intimates, Freya, Lejaby, Miraclesuit, Stella McCartney, Vix Swimwear, and Yummie Tummie, as well as exclusive private label collections such as Just Peachy, Midnight Grace and FGL.