Soaring temperatures boost bra sales

The recent spell of warm, sunny weather has allowed Irish women to take the plunge — at least as far as their neckline is concerned.

From Malin to Mizen, spending on bras is rising along with the temperatures — exposing some major differences in lingerie shopping habits from county to county.

Debenham’s has revealed bra sales have rocketed with a rise of almost 56% over the last few weeks.

Women have been snapping up padded T-shirt bras to give them a natural-looking shape under close-fitting summer weather tops and dresses, and multi-way strapless bras for flexibility under more revealing clothes.

Lingerie from Reger by Janet Reger and Wonderbra have been favourites, with bright prints and citrus- coloured sets topping the list. The average Irish woman now has five bras with which to complement her summer wardrobe.

Debenham’s’ head of lingerie buying and design, Sharon Webb, says: “As women shed the layers and show off their shapes, underwear becomes a bigger priority than in colder months.

“Fit is of paramount importance. A great-fitting bra makes you look incredible on the outside and feel fabulous on the inside.”

Debenham’s has seen new trends developing across the country, revealing lingerie shopping habits differ from county to county.

Sports and T-shirt bras are popular in Dublin, with sales of these styles across the capital’s stores exceeding the national average by 28% in recent months.

“These styles are a firm favourite with Dublin ladies, revealing a trend towards showing off toned bodies in figure hugging outfits without unseemly lines,” said Ms Webb.

Corkwomen are plumping for plunge bras, uncovering a preference for low-cut tops inspired by the queen of cleavage, Holly Willoughby.

“Holly’s daring necklines have caused some controversy across the water but we say if you’ve got it, flaunt it”, said Ms Webb.

Kerrywomen are racking up the highest number of minimiser bras, as well as highest sales in D to G cups. Demand for strapless bras has rocketed by 42% in the past four weeks alone across all stores, with Limerick showing the highest uplift as women embrace the warmer weather and shift to more revealing clothes such as bandeau tops and maxi dresses.

Northern Irish women appear to be the most body conscious, with sales of moulded-cup push-up bras at 24% above the national average at Debenham’s Belfast store.

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