Press Centre

Bra wars - Asda invests millions to go for bust

ASDA announced today (Monday 28 January 2008) that it will no longer penalise its bigger busted customers by ending the practice of charging larger ladies more money for their bras.   

The move sees an investment of over £4m per year by ASDA's clothing arm, George and means all of its bra wearing customers, over ten million in total, will pay the same price whatever cup size from A through to F. 

Currently many retailers charge more to accommodate ample bosoms, a difference of between £2 and £6 at George, and up to £10 at other outfitters depending on cup size.  

Although prices will continue to alter depending on styles, the practice of charging more depending on the cup size will be stopped. 

Commenting, Fiona Lambert, George's brand director said: "We are putting an end once and for all to one of the last prejudices - that of the bigger busted woman.  From now on all bras at George will be exactly the same price from A cup through to F cup." 

Lambert also sited the example of men's socks to hammer home just how ridiculous pricing structures were when it came to bras adding; "No one would dream of charging one price for a size seven men's sock and a different price for a man with larger feet, so why should they do the same with ladies that are blessed in the chest department." 

Research by ASDA has also shown that as a nation we love bigger-breasted women. 

While women include Fern Britton and Dawn French amongst their favourite larger busted women, men say they love Kelly Brook and Jordan.Dawn French, Charlotte Church and Martine McCutcheon appeared in both men’s and women’s top five, as did Jordan, however she appears as Katie Price in the women’s vote. Victoria Beckham made it onto the women’s list, but came in at number ten after Kelly Osbourne.

The survey amongst 1,000 Brits aged 16 – 55 showed that we are a nation of boob lovers.

Nations Top Ten Bigger Breasted Women:

As voted for by womenAs voted for by men

1.       Fern Britton

2.       Dawn French

3.       Judy Finnegan

4.       Lorraine Kelly

5.       Katie Price

6.       Barbra Windsor

7.       Charlotte Church

8.       Martine McCutheon

9.       Kelly Osbourne

10.   Victoria Beckham

1.       Kelly Brook

2.       Dawn French

3.       Nigella Lawson

4.       Jordan

5.       Vanessa Feltz

6.       Charlotte Church

7.       Martine McCutcheon

8.       Cheryl Cole

9.       Danielle Lloyd

10.   Susannah Constantine

ASDA kicks off its 'Bra Wars Initiative' today and is calling on others to follow its lead by charging exactly the same price whatever the cup size.

George has a specialist team of lingerie designers, ten in total with over 50 years collective experience. Its focus has and continues to be delivering fantastic value for money linked to great design. Its dedicated sourcing team has ensured that everything George sells is sourced in line with the Ethical Trading Initiative's code of practice.   This is achieved by having long term relationships with a smaller number of factories that are shared with other well known high street stores, through regular independent audits and by George colleagues regularly visiting factories.   George has a zero tolerance approach to abuse of any kind.  If examples are found the retailers works with the supplier to put things right. 


Posted in Press Centre on 27 January 2008