British women in need of support: Over half of women feel badly fitted bras have spoilt there breasts

• New research revealed today by Eveden1, reveals a shocking 53% of women suffer physically, experiencing problems like sagging and stretch marks, from wearing ill fitting bras over the course of their life. Out of these women, almost a quarter (24%) would even consider plastic surgery to correct the damage caused
• The research shows a staggering three quarters of women in the UK admit to feeling overly conscious of their breasts, however despite feeling conscious women admit to not looking after their breasts, with 70% believing they are wearing the wrong bra
• A bra makes a massive difference: a badly fitted bra makes 59% feel more self conscious while just wearing a well fitted bra makes two thirds of women feel more confident and comfortable
• Younger women are revealed as most at risk, with 86% of 16-24 year olds wearing ill fitting bras and 65% suffering discomfort as a direct result
• In Edinburgh, over three quarters of women (76%) are wearing ill fitting bras, making it the worst supported city in the UK
• Timed to coincide with Breast Cancer Awareness month, the research underlines the importance of women looking after their breasts throughout the year

British women are in need of some serious support according to new research revealed today by Eveden, makers of Freya and Fantasie. Over half of the women questioned believe they may have damaged their bust as a result of wearing ill fitting bras throughout their lives, with sagging and stretch marks unveiled as two of the most common complaints. Further to this, almost a quarter of those women (24%) would even consider plastic surgery to correct the damage.

The research also reveals that a staggering three quarters of women admit to feeling overly conscious of their breasts when they’re out and about. This is exacerbated by a badly fitting bra, with 59% of women stating it makes them feel more self conscious. Despite this 70% of women admit they think they are wearing the wrong bra, while a third are unhappy with the way their bra fits them. Additionally, half of women (45%) in the study claim to suffer discomfort from their bra; over half (55%) suffer from strap problems, a quarter (26%) say their straps leave a mark on their skin and 17% believe their breasts don’t even fit into the cup. The results clearly show that wearing a badly fitted bra can have negative medical and psychological effects, with 65% of women feeling that they have been affected either physically or psychologically as a result of ill fitting bras.

But it’s never too late to start reversing the process. Even with breasts that are different sizes or heading south - the right bra can make all the difference. The study shows that just wearing a well fitted bra makes nearly two thirds (61%) of women feel more confident while nearly half (49%) claim to feel sexy with a snug bra.

ITV’s This Morning’s resident Dr Chris Steele comments– "If at any time you feel that your bra keeps riding up your back, your back hurts, your straps keep falling down or you’re falling out of the cups, then you have an ill-fitting bra."

Mind Your Mamas

It seems the younger you are, the more likely you are to have problems with your bra. 16-24 year old women are most likely to wear an ill-fitting bra (86%) and they’re most likely to suffer from discomfort (65%). This underlines the need to be measured correctly and regularly from a young age. This age group is also most conscious of their breasts, with a massive 98% being conscious of their breasts whilst out and about. This figure decreases as women get older, but still well over half (55%) of women aged 55 or older are conscious of their breasts and 3 in 5 (60%) in this age group wear ill-fitting bras. Curvier women suffer more, with those with a GG cup suffering the most discomfort from badly fitted bras.

The Scots are the least supported, over three quarters of women in Edinburgh are unhappy with the way their bra fits, while women in Norwich are the most likely to have a bra that fits but still two in five (40%) are unsure that they have the correct size. Additionally Liverpudlians suffer the most discomfort with 59% of women in pain, while Newcastle is revealed as the most comfortable city with only a third complaining.

Size Matters

The research also reveals that no matter the size, most women seem to have issues with their breasts. Almost a quarter of women (23%) think they are a B cup and 29% think they have a 36" back, making it the most popular bra size. But with 70% wearing badly fitted bras, the reality is probably very different. The fundamental mistake made when being fitted is an incorrect back size. With bra fittings, each measurement is relative to the previous – making accuracy essential to a correctly fitting bra. If the back size is too large, the cup size will generally be too small and vice versa. That’s not all – once you have the correct size, how you wear a bra is almost as important.

Actress, Suranne Jones comments – "Having curves and a larger bust myself, I know only too well how a well fitted bra can make all the difference. Being on TV makes you even more self conscious of your appearance and until I was fitted properly I often felt uncomfortable rather than making the most of my natural assets. Everyone’s body is different, that’s why you should consider getting fitted by an expert, to ensure you get the correct size and style to suit your body shape and cup size."

If the Cup Fits

Eveden have developed a revolutionary fitting technique called Swoop and ScoopTM. Firstly lean forward and allow the breasts to fall into the bra so they sit in place naturally and comfortably. This is known as the swoop. Then simply fasten the bra on the loosest hook and stand up. Lastly scoop each breast gently into place in the bra to ensure they are comfortably positioned and not caught in the underwire or spilling out of the sides. It’s as simple as that!

Notes to editors:

1Survey conducted between 09/10/07 and 17/10/07 amongst a nationally representative sample of 1,694 UK women aged 16+.