Many women are "left out," she says. "They kind of have to force themselves into a style that doesn't fit them." The new measuring technique takes into account that "life and gravity" change the shape of a woman's breasts over time, says Fantegrossi.
Jockey's research determined that for many women "the whole in-store experience" is unsatisfactory (if not nightmarish). Which led to Jockey's online "fit kit" to allow women "to fit themselves for a bra at home so there's not this whole scary experience," she says.
The online fit kit costs $19.95, and for that you get 10 "volumetric fit cups," a tape measurer, instructions and a $20 coupon to use on your first bra. If you decide you want your money back, you'll get a full refund and still keep the kit.
The other option is to go to any of Jockey's 90-plus outlet stores that have a store-within-a-store and trained staff to measure you (or you can do it yourself there).
I tried it both ways. I went to the store and used the fit kit to measure myself in the dressing room. Then I asked down-to-earth store manager Susan Chamberlain to measure me to see if I got it right.
It took me about five minutes to decide I was a 5-30. Obviously the do-it-yourself system is not foolproof since the expert, Chamberlain, measured me at 6-32.
Then I tried on six bras in four styles in three different sizes.
Bottom line: None worked for me.
Fantegrossi says that the Jockey fit system was designed "to cover 80 percent of the female population." Clearly, I'm in the other 20 percent.
Nonetheless, I think it's worth a try for anyone who hates bra shopping or hasn't found one that fits. If you choose the online route (free postage both ways; a money-back guarantee) you might be in for a lot of trial and error. Going to a Jockey store is your best bet.
Customer feedback could lead to changes and additional sizes, Fantegrossi says. I sure hope so. I would love to finally find a bra that doesn't kill me.
She says that since the launch in May, "Sales are far exceeding our expectations."
Meanwhile, she says that Jockey is considering reinventing other products to make them more comfortable. One of them is underpants. Sign me up.