Lingerie companies are highlighting the importance of finding a great fitting bra in the lead-up to Christmas.

Kiwi company Bendon is headed up by Australian CEO Anna Johnson, who told Deborah Knight bra education was something she wanted to change when she took on the role.

“A bra is a super complex item, it has up to 26 components … and every piece of structure in the bra actually does a different job.

“Somehow in society it’s become taboo. I haven’t really met too many women that are absolute eager … to get into a fitting room.”

With Christmas just around the corner, she revealed the biggest mistake blokes make buying lingerie for their girlfriends and wives is “buying it for themselves”.

“But the ladies in store are quite experienced at ensuring they’re asking the right questions!”

Press PLAY below to hear her advice in full