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We need to be more demanding consumers I think. It's a vicious circle - women find it hard to get 30 inch backs (instore - it's very easy to get them online) so they stick with the 34 backs that M&S insist they are. Then shops say ' well , there is no demand for 30 inch backs, most women wear a 34' and so it goes on.
Women wouldn't buy shoes that are falling off us and causing discomfort, yet feel resigned to wearing ill fitting bras.
I've found debenhams good in the sale - likewise TK Maxx can be great if you hit it on a good day.
Last sale I got a couple of Elomi bras from Debenhams for about £11 instead of £40+ - they are supremely comfortable and I think designed for bigger than DD. When I next need bras I would consider paying full price for some new ones, they are that comfortable - and I say that as a hardened bargain shopper and someone who hates paying out more than I need to for things. However, they are significantly better than the M&S ones that I always used to get without thinking about going elsewhere, and the Debenhams Gorgeous ones that I also have bought when venturing out beyond M&S initially.
I also have a couple of triumph lace ones that are great but not quite as good as the elomi ones.
And sometimes you find that the sizes that aren't thought of as 'normal' (even though they are probably what everyone should be wearing!) don't sell so you get some great bargains on!
I think there is a big difference between the way the D/DD+ specialist brands are designed and those which are extensions of smaller ranges (M&S!!). Freya, Fauve, Fantasie and Elomi (Eveden Group), Panache and Cleo, Bravissimo own brand, Curvy Kate etc just seem to have much more careful scaling and design, like with each bra they've given consideration to the boobs that it will suit. Whereas I feel like M&S and similar brands just make the same bra as they make in a C cup, but bigger!
Thanks, everyone. I hadn't thought of TKMaxx, zipzap, that's easy for me to get to. Debenhams is a bit more of a trek, but probably worth it. I think once I get used to this size and available brands I'll feel more comfortable ordering online. I tried ordering one from John Lewis and it's not right. Thankfully their returns are easy!