A method of determining bra fitting measurements for a subject, comprising the steps of: determining an underband measurement and a cup size for an existing bra of the subject; taking a current measurement of the underband measurement of the subject, to determine an initial underband measurement; analysing the fit of the cups of the existing bra on the subject to reach a first calculated cup size, wherein the step of analysing the fit of the cups of the existing bra on the subject to reach the first calculated cup size comprises: if the subject's breasts bulge at the fronts of the cups of the existing bra, or at the sides of the cups of the existing bra, but not both, increasing the first calculated cup size by a first cup size amount; if the subject's breasts bulge both at the fronts of the cups and at the sides of the cups of the existing bra, increasing the first calculated cup size by a second cup size amount, which is greater than the first cup size amount; or if the subject's breasts do not bulge at the fronts of the cups of the existing bra, or at the sides of the cups of the existing bra, making no adjustment to the first calculated cup size; if the cup size of the existing bra is below a first cup size threshold and the first calculated cup size is equal to or greater than the first cup size threshold, then adding a first amount to the initial underband measurement to reach a first adjusted underband measurement; or if the cup size of the existing bra and the first calculated cup size are both below the first cup size threshold, or if the cup size of the existing bra and the first calculated cup size are both above the first cup size threshold, then: comparing the existing cup size against a second cup size threshold; if the existing cup size is greater than or equal to the second cup size threshold, then adding a second amount to the initial underband measurement to reach a first adjusted underband measurement; or if the existing cup size is less than the second cup size threshold, then adding a third amount to the initial underband measurement to reach a first adjusted underband measurement; and determining a final underband measurement and a final cup size for the subject, wherein the final underband measurement is the first adjusted underband measurement, and the final cup size is the first calculated cup size. determining an underband measurement and a cup size for an existing bra of the subject; taking a current measurement of the underband measurement of the subject, to determine an initial underband measurement; analysing the fit of the cups of the existing bra on the subject to reach a first calculated cup size, wherein the step of analysing the fit of the cups of the existing bra on the subject to reach the first calculated cup size comprises: if the subject's breasts bulge at the fronts of the cups of the existing bra, or at the sides of the cups of the existing bra, but not both, increasing the first calculated cup size by a first cup size amount; if the subject's breasts bulge both at the fronts of the cups and at the sides of the cups of the existing bra, increasing the first calculated cup size by a second cup size amount, which is greater than the first cup size amount; or if the subject's breasts bulge at the fronts of the cups of the existing bra, or at the sides of the cups of the existing bra, but not both, increasing the first calculated cup size by a first cup size amount; if the subject's breasts bulge both at the fronts of the cups and at the sides of the cups of the existing bra, increasing the first calculated cup size by a second cup size amount, which is greater than the first cup size amount; or if the subject's breasts do not bulge at the fronts of the cups of the existing bra, or at the sides of the cups of the existing bra, making no adjustment to the first calculated cup size; if the cup size of the existing bra is below a first cup size threshold and the first calculated cup size is equal to or greater than the first cup size threshold, then adding a first amount to the initial underband measurement to reach a first adjusted underband measurement; or if the cup size of the existing bra and the first calculated cup size are both below the first cup size threshold, or if the cup size of the existing bra and the first calculated cup size are both above the first cup size threshold, then: comparing the existing cup size against a second cup size threshold; if the existing cup size is greater than or equal to the second cup size threshold, then adding a second amount to the initial underband measurement to reach a first adjusted underband measurement; or if the existing cup size is less than the second cup size threshold, then adding a third amount to the initial underband measurement to reach a first adjusted underband measurement; and comparing the existing cup size against a second cup size threshold; if the existing cup size is greater than or equal to the second cup size threshold, then adding a second amount to the initial underband measurement to reach a first adjusted underband measurement; or if the existing cup size is less than the second cup size threshold, then adding a third amount to the initial underband measurement to reach a first adjusted underband measurement; and determining a final underband measurement and a final cup size for the subject, wherein the final underband measurement is the first adjusted underband measurement, and the final cup size is the first calculated cup size.