London, January 25 (ANI): Bra fitting services at high street stores in the UK fail to deliver the right fit to customers, suggests a study.

A survey headed by consumer champion Which? sent volunteers, aged 25 to 75, to buy underwear at six retailers including Debenhams, la Senza and Marks and Spencer.

Experts reckoned shoppers who underwent worst fittings may as well pick "something off a market stall", with around a quarter of the 70 fittings earning scores of zero.

"Whatever their bra size, women want to look good. Heading to the high street for a fitting might seem like a simple solution, but the results we found were shocking - one bra was so poorly fitted there was room for a pair of socks in the cups," the Scotsman quoted Jenny Driscoll, from Which?, as saying.

"If stores are going to offer this service to customers they need to up their game: do it properly or don't do it at all," Driscoll added.

David Morris, principal lecturer in contour design at De Montfort University, who was also on the panel along with consultant bra technologist Gillian Spencer and lecturer and technical designer Laura Savery, explained: "A good fitter will choose the right brand and style or wire shape for the individual's body, and check fit and comfort.

"A larger bust will generally need a firmer fit, more supportive back elastic and a more reinforced fabric. A well-fitted bra can make a big difference to your profile and how you feel."

Annette Warburton, head of lingerie buying for Debenhams said: "Our research has shown that the vast majority of customers are happy with the Debenhams' bra fitting service and we work hard to make sure we provide a welcoming, professional service." (ANI)