Boux Avenue launches online Bra Fit Finder as e-tail shift continues

By

Sandra Halliday

Published
Oct 14, 2020

Omnichannel retailers are continuing to add enhancements to their websites to help them deal with a lower level of physical store sales. But these enhancements are also likely to accelerate the consumer shift to e-stores.

The latest new feature comes from lingerie specialist Boux Avenue that has launched an online Bra Fit Finder “for customers to measure their bra size at home in less than a minute”.

The company said the new feature will “evolve the way customers try, measure and purchase bras going forward, with professional bra fittings firmly on hold for the foreseeable future due to Covid-19”.

The Bra Fit Finder is claimed to be easy to use and includes “just six simple questions based on both size and shape”.

“As the only lingerie brand to have their store staff trained by a City and Guilds-accredited training programme, Boux’s Bra Fit Finder also includes exclusive expert tips and advice alongside each step, from the brand’s Bra Fit Ambassadors,” it added.

Despite retail stores having been allowed to open since June after the spring lockdown, footfall has remained low to many physical locations and a second wave of the coronavirus means it looks like this will remain the case for the next few months at least.

This means retailers have had to accept that things won't be getting back to normal for the foreseeable future and that they need to maximise the appeal and convenience of their online stores. This has led to a raft of new features being added to webstores and fit is a key focus given that online shopping means an increase in the risk of buying the wrong size.