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.