Get it right ... men get help buying undies
A "MEN only" zone in lingerie departments is being offered to hapless husbands and baffled boyfriends who want to buy underwear as Christmas presents.
John Lewis have created a "Lingerie Runner" service for men who "want to get it right" this year.
Lingerie experts will hover round the safety of the undies section ready to gather up nervous men who are shopping for smalls for their wives or girlfriends.
John Lewis say that the service aims to take all the embarrassment and confusion out of lingerie shopping and gives men the chance to make their choices in a male only environment.
Embarrasing
The runners, who are male and female, will recommend style, colour and label so that men won't make the wrong choice or leave empty-handed.
Most big lingerie departments have about 30 brands and more than 70 bra sizes, so it is no wonder men get in a muddle, said Maria Walker, chief lingerie advisor at John Lewis.
She added: "Our Lingerie Runner is a fantastic new service for men who want to get it right this Christmas.
"We stock 28 lingerie labels in 70 bra sizes, so no wonder browsing the lingerie department can be an unnerving experience for a man.
"Our expert John Lewis Lingerie Runners take the embarrassment out of lingerie shopping by doing the hard work for them while they relax in the private 'Men Only' zone."
Ms Walker also said men should do their homework before they leave the house and follow these five tips.
She said: "Choosing the wrong size is the most common mistake made by men. Remedy this by simply sneaking a look in her underwear drawer, this is the best way to find out what size she likes to wear.
"Many men opt for statement colour combinations such as black and red, whereas most women prefer softer, feminine colours.
"Again, take a look in her underwear drawer and see if any colours jump out at you, this will give you a good indication of what she feels comfortable in when you're shopping for lingerie.
"Men often make the mistake of buying what they would like to see rather than what their partner would like to wear.
"Most women are insecure about some aspect of their bodies, so it's best to note what your other half feels confident in. If she doesn't already wear it, she won't be comfortable in it.
"In general avoid any gifts with less than flattering descriptions, such as 'Control wear', 'Reducing', 'Minimising' or 'Cleavage enhancing', your other half could end up being more offended that flattered by your gift.
"Also get to know what's in style, flick through her magazines, luxury lingerie labels and if you're still not sure, ask your runner for advice."
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