A method of and system for buying or selling bras involves establishing a database of bras containing bra characteristic data including bra size and bra cup size measured from a sample of actual bras; measuring a wearer"s breast and torso size to obtain wearer characteristic data; searching the database to find bra characteristic data within the database matching the wearer characteristic data; and listing for selection by the wearer any bras in the database whose characteristics match the wearer characteristic data. Apparatuses and methods for measuring breast characteristics and bra characteristics are also disclosed, the former involving application of a receptacle to the breast and the latter involving expansion of bladders within the cups of a bra, the aim in both cases being to establish volumetric data for the purposes of correlation using the database.