A recent study commissioned by lingerie retailer Bravissimo and conducted by Talker Research surveyed 5,000 American women – 100 from each state – between June 10 and June 19, 2026. The results reveal a widespread discomfort with bras, with 58% of respondents saying they are in a hurry to remove their bra as soon as they get home.
Bras top the list of ill‑fitting clothing
Overall, 87% of women said they struggle to find at least one category of clothing that fits properly. Bras were the most problematic item, with 55% reporting difficulty finding a perfect fit, followed by jeans (50%) and swimsuits (33%).
State‑by‑state differences
The survey noted especially high discomfort in Kansas and Vermont, where 94% of women reported fit issues. Women in Kentucky thought about taking off their bra the most often – about five times a day – while respondents in Mississippi, Arizona and Tennessee were the quickest to unclasp their bra within the first minute of returning home.
Professional fittings are rare
Although 75% of participants believe they know their current size, 63% have never been professionally fitted. The lack of fittings is even more pronounced in West Virginia (79%), Iowa (78%) and New Mexico (76%). Among those who have been fitted, 22% said their last fitting was more than ten years ago, despite industry guidance that women should be sized every 11‑12 months.
Impact on confidence
When asked about the effect of a better‑fitting bra, a striking 87% said it would boost their confidence in some way. Natalie Canavan, customer experience manager at Bravissimo, emphasized that “no woman has to settle for feeling uncomfortable in her bra” and recommended fittings every six months, including virtual options.
How women shop for bras
Most respondents (61%) shop for bras in‑store, while 27% prefer online purchases. Some states face access challenges; for example, women in Wyoming often must travel over an hour and a half to reach a fitting location.
The study also found that many women choose their bra size by guessing (38%) or trial and error (24%). These findings suggest a clear market opportunity for retailers to improve sizing tools and expand fitting services, both in‑person and virtually.
Original reporting: KTBS 3 (Shreveport) — read the source article.
