When puberty hits, our teenage girls will find their shape changing and submitting to a bra fitting hits the top of the 'most embarrassing experiences' list. Women are bigger than they were a decade ago.
A tape measure is useful for measuring lengths, widths and even circular objects. But using a tape to measure a breast simply doesn't make sense. Mystery shopping, global research, listening, fitting schools and everything else we could find to educate us on bra fitting was our life before opening Brava Lingerie.