With the 2010 Which report reporting statistics like; one in three bra fittings are still “not measuring up” proves to us that there are still clear issues on our high streets in terms of bra fitting. Under band measurements prove to be the most challenging to get right with only 27% of High St dept stores failing at this fundamental stage. No wonder it is still believed that up to 80% of women are wearing the wrong size bra. These facts undoubtedly support that our consumers find purchasing a bra the most frustrating & often most difficult purchase to make and sadly confirms that some retailers are still not getting it right. How come? Is it because the brands are still predominately responsible for the training of our fitters by offering free fitting courses. Being guilty of enjoying this free service have we unwittingly compounded the problem? As we all know each brand can fit differently and in some cases the brands even train us to fit in a different way, adding even more confusion to a technically demanding and challenging industry? Or is it because we are guilty of not investing enough time and money in regularly training our staff and I don’t mean just “new” staff, it is just as important to “refresh” and continue to train our existing “experienced” staff. Bad habits develop fast and can spread very quickly when in store “expert” fitters are responsible for training our new recruits. Whatever the reason it is felt we as an industry have made little headway in improving the customer fitting service in the past 7 years.
See next weeks blog post for part 2...
See next weeks blog post for part 2...
