Jockey Wants To Change How Bra Sizes Work. Can They Succeed?

The standard American bra size consists of a number and a letter: the measurement around the wearer’s body in inches, and the lettered cup size, which indicates the difference between the bust measurement and the measurement around the ribcage: in other words, how big the breast is. As anyone who has ever bought a bra knows, this system has its flaws, including vanity sizing, variations between manufacturers, and variations in sizes from one style to another. Jockey is out to change that, but does their new bra-sizing and trying-on system solve the problem or create more?

The bra fitting system is simple enough. How it works for customers who order online is oddly similar to shopping for rings online: the sizing kit comes with a selection of plastic cups, which customers try on to see which works best for them. This sizing kit isn’t free, of course: it costs $20. This gets them a $20 coupon off a bra, and they can theoretically also return the kit for a refund if they decide not to buy anything.

The bras are also available in Jockey boutiques, but will anyone be interested? The current offerings cost $60 and are rather plain and utilitarian-looking. One blogger who tried out the system notes that there aren’t many choices for larger sizes, even though it’s women blessed with large chesticles who are ost likely to be looking for a better fit and better sizing. Right?

A New Step in Wrestling With the Bra [New York Times]
Review: Jockey Bra Fit Kit [The Bra Crusader]