Target’s new ‘support’ initiative

TargetTarget Australia has introduced a bra-fitting service to its stores as part of a campaign to help support women of all shapes and sizes.

“It’s alarming to see the number of Australian women who aren’t wearing properly fitted bras and lingerie,” said GM of womenswear at Target Australia, Gillian Ridley Whittle. “Wearing the wrong bra size can lead to many health problems – from bad posture through to chronic shoulder and back pain.”

Close to 1000 Target Australia team members across the country have been trained as bra fitters, who will be available in all Target stores during key trading hours.

“Twenty years ago, it was the norm for women to frequently undertake a bra fitting during their every-day-shopping, yet this tradition has been extremely overlooked in recent years,” said Ridley Whittle.

Target will also provide bra tape measures for women to take their own measurements. Trained bra fitters, who are recognised in store by their pink lanyards, are available to demonstrate the technique which determines the best size and fit.

Selected Target stores will include a dedicated change room for bra fittings, to provide customers with additional comfort as they’re measured.

The new initiative will be supplemented by a Target Bra Book available in-stores – helping to provide customers with information on the different range and types of bras to suit various wardrobe needs. The free book will also be available for women to take home.

“Choosing lingerie is quite a personal matter and with a vast ranges of styles and unique body types, it can be a very overwhelming activity. We want to offer a service for all women of different shapes and sizes, helping to empower them, and to equip them with the tools to learn about the right fit for themselves,” said Ridley Whittle.

The launch of Fit-Me follows the release of Target’s extended DD+ bra range across stores this past September. The four new bra styles were in response to customer demand for specially designed bras for women with a DD cup size up to a G cup size.

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