Lingerie and intimate apparel retail has a distinctive product structure: bras use a two-dimensional sizing system (band size × cup size) that creates large variant matrices, and the category as a whole has strong hygiene return restrictions that must be communicated clearly to customers. WooCommerce lingerie stores typically managed bra sizes as either complex attribute/variation matrices or as separate products per size range. Shopify handles bra sizing more elegantly — with two variant options (band and cup) and up to 100 variants per product covering most typical size ranges.

Lingerie and intimate apparel product categories

Bras: T-shirt bras, balconette, plunge, sports bras, strapless, multiway, nursing bras, mastectomy bras
Knickers and briefs: Brief, bikini, hipster, thong, boyshort — standard sizing (XS/S/M/L/XL or 8-22)
Sets: Matching bra and knicker sets — key display category for lingerie
Loungewear and pyjamas: Adjacent category for many lingerie brands
Shapewear: Body shapers, shaping shorts, tummy control — sizing by body measurements
Swimwear: Bikini tops (often bra-sized), swimsuits — separate category but size-similar
Maternity and nursing lingerie: Nursing bras, maternity knickers — see maternity guide
Post-surgery: Mastectomy bras, post-surgery bras and knickers — sensitive category requiring specialist product data
Hosiery: Tights, stockings, suspenders, socks — ladder resist, denier, size
Sleep and loungewear: Nightdresses, babydolls, pyjama sets

Bra sizing variants

Bra sizing in the UK uses band size (28–46) × cup size (AA–N or beyond). This is a two-dimensional variant system:

Option 1 (Band): "28", "30", "32", "34", "36", "38", "40", "42", "44", "46"
Option 2 (Cup): "AA", "A", "B", "C", "D", "DD", "E", "F", "FF", "G", "GG", "H", "HH", "J", "JJ", "K"
Shopify 100-variant limit: 10 band sizes × 16 cup sizes = 160 combinations — exceeds the 100-variant limit. Solutions:
- Split by size range: create separate products for "Standard Sizes 28A–36G" and "Fuller Cup 34E–46K"
- Limit available sizes: not all bras are available in all sizes. Only create variants for actually stocked size combinations.
- Custom options app: Infinite Options or Advanced Product Options — present bra size as a combined selector ("32D", "34C") rather than two separate selectors.
Bra size format: UK sizing differs from EU and US. For international stores, consider offering a size conversion tool. Metafield: product.metafields.bra.eu_size_guide_url — link to a size conversion guide.

Intimate apparel metafields

product.metafields.lingerie.fabric_composition (single_line_text) — "80% Nylon, 20% Elastane", "100% Cotton", "Silk/Satin"
product.metafields.lingerie.cup_style (single_line_text) — "Balconette", "Full cup", "Plunge", "Minimiser", "Demi cup"
product.metafields.lingerie.underwired (boolean) — underwired or wire-free
product.metafields.lingerie.padded (boolean) — padded or unpadded cups
product.metafields.lingerie.removable_padding (boolean) — for swimwear and some bralettes
product.metafields.lingerie.nursing_friendly (boolean) — nursing clasp access
product.metafields.lingerie.mastectomy_pocket (boolean) — prosthesis pocket for mastectomy bras
product.metafields.lingerie.post_surgery (boolean) — suitable post-surgery (front fastening, soft fabric, no underwire)
product.metafields.lingerie.stretch_lace (boolean) — stretch lace construction — comfort indicator
product.metafields.lingerie.seamless (boolean) — seamless cups — invisible under clothing

Bra fit guide

Bra fitting is one of the most complex clothing sizing challenges — and the major source of returns in lingerie retail:

Bra fit guide page: create a dedicated, comprehensive bra fit guide page explaining how to measure band size and cup size. Include: measuring instructions, size conversion tables (UK/EU/US), common fitting problems and solutions (gaping cup, band riding up), and advice on trying bras.
Fit calculator: embed a bra size calculator on the fit guide page (JavaScript tool that takes bust and underbust measurements and outputs recommended size). This significantly reduces size-related returns.
Sister sizes: explain sister sizes on the fit guide page — 34D and 32DD are sister sizes (same cup volume, different band). Customers who are between sizes benefit from understanding this.
Link fit guide from all bra products: add a prominent "Find your size" link on every bra product page pointing to the fit guide. This is the most important conversion aid for online lingerie retail.

Hygiene returns policy

Lingerie (knickers, thongs, swimwear) cannot be returned once tried on, under the UK Consumer Contracts Regulations hygiene exception.
Bras: bras can typically be returned if unworn (tags attached, hygiene sticker intact). State this clearly — bras with the hygiene sticker removed are non-returnable in most retailers' policies.
Display on product pages: add a clear, concise hygiene returns notice on all intimate apparel product pages. Not buried in the returns policy page — visible on the product page.
Hygiene sticker: if you ship lingerie with hygiene stickers, mention this on product pages so customers know to check sizing before removing them.
International returns: EU Consumer Rights Directive also includes a hygiene exception for sealed goods where the seal is broken. Align your EU-specific returns policy accordingly.

Post-surgery and medical lingerie

Mastectomy bras and post-surgery products require empathetic, informative product copy. This is a sensitive purchase — customers may be dealing with a breast cancer diagnosis.
Features to highlight: soft fabric, front fastening (easier to put on post-surgery), prosthesis pocket, wire-free, adjustable straps, no seams over surgical areas.
Certification: some mastectomy bras are certified for use with prostheses (SNLF in France, NHSBSP-compliant in UK). Display certification if applicable.
Post-surgery collection: create a dedicated "Post-Surgery" collection with clear category description. Avoid using the word "cancer" unnecessarily — many customers are shopping for reconstruction-friendly bras for other reasons.
VAT exemption for medical products: mastectomy bras sold to a person with a mastectomy are zero-rated for VAT in the UK. This is customer-claimed — provide information on your VAT relief page.

Lingerie migration checklist

Create lingerie metafield namespace: fabric_composition, cup_style, underwired, padded, nursing_friendly, mastectomy_pocket, post_surgery, seamless
Plan bra variant strategy: split products by size range or use combined size selector app if 100-variant limit is exceeded
Migrate WooCommerce bra size variant structure to Shopify (band × cup two-option system)
Create comprehensive bra fit guide page with measuring instructions and size converter
Link fit guide from all bra product pages
Write hygiene returns policy — display on all intimate apparel product pages
Set up post-surgery and mastectomy bra collection with empathetic copy
Enable fabric, cup style, underwired, and seamless filters in Search & Discovery
Build set landing pages (matching bra + knicker sets) — merchandising priority
Create nursing bra collection (link from maternity section if relevant)
Test: band size × cup size variant selection → correct SKU added to cart → size shows in cart
Test: hygiene returns notice visible on knicker and swimwear product pages

The bra fit guide is the highest-ROI content investment for an online lingerie retailer — more impactful than any product description or social media campaign. Studies consistently show that 80% of women wear the wrong bra size, and size uncertainty is the primary reason shoppers abandon lingerie purchases online or return products after purchase. A comprehensive, well-designed bra fit guide reduces sizing uncertainty, increases conversion confidence, and measurably reduces returns. The stores that do this best include not just measuring instructions but photos of correct vs incorrect fit, a size calculator tool, and real customer testimonials about finding their correct size for the first time. Build the fit guide before launch — it should be one of the first pages customers encounter when they arrive, not an afterthought added months after going live.

Migrating a lingerie & underwear store from WooCommerce to Shopify (2026)