Does buying bras online really work?

>>> this morning on "today's" style, can you really buy a bra that fits if you shop online ? we sent janice lieberman to explore the world of online bra shopping. we all know how enjoyable it is to go bra shopping.

>> so fun, not. these days, more online retailers are trying to make it easier for you to shop for bras online . for many women, looking for a new bra in the store is about as much fun as going to get a new driver's license. let's face it, bra shopping is not an exciting venture for most women.

>> it's a big issue when they have to look themselves squarely in the mirror and face those body image things that maybe they don't want to face.

>> reporter: jenae is the author of "the bra book." she says why not try shopping online instead?

>> there's been a few new websites recently that are offering surveys and different tools that you can sort of get a little bit of a better experience when you're shopping on the site.

>> reporter: these three women have never bought their bras online but were willing to try.

>> if you can buy shoes online , you can buy a bra online .

>> reporter: we went shopping with them, first at herroom.com where a multi-part questionnaire gets up close and personal.

>> so you have to look at all these pictures of bobs and find the ones that resemble mine.

>> reporter: based on their specific shape, the site gave them a bunch of style recommendations.

>> i found a bra i like. i found one that's in my size.

>> reporter: up next, barenecessities.com featuring fit guides and bras suited just for them.

>> i clicked on to full busted bras. these bras are full-coverage bras.

>> reporter: so when their bras arrived from each site, did they fit?

>> hopefully.

>> she has a little bit of cleavage and lift without pulling the bra away from her.

>> i feel pretty good, actually. i'm surprised that it fits as well as it does. i feel pinched, scrunched.

>> a lot of women don't realize that every stingle time they put on their bra every day, they should adjust the straps.

>> reporter: with the fit fixed, she still didn't love the feel of the bra.

>> i think i would return it. i think there might be other ones that would fit my style.

>> this hasn't converted you to the online bra shopping experience?

>> not quite.

>> reporter: deidre also purchased this black and pink bra, but it was too small.

>> it's so tight. i see why it's uncomfortable. so this is completely the wrong bra for you. it's still too tight in the cups. you're getting a little bit of spillage. i would recommend something with a little bit of a wider band for you. this is more than snug. we want snug. this is tight.

>> reporter: how was your online bra experience?

>> i filled out their online survey and, you know, with my normal bra size , and the bras that i received did not fit. at all.

>> reporter: michelle is optimistic.

>> very nice looking. it looks like it will be comfortable. and i can't wait to try it on.

>> i don't think the girls are lifted like they could be. in this particular style, this size isn't working for you.

>> if i'm not too lazy, i will return it. it's a little big , but maybe not. i love the way it fits. it's snug and secure.

>> it looks good. it looks like the size is good.

>> reporter: would you stop this way again?

>> it's easier than going to a store.

>> reporter: a convenience that might just click with shoppers. these websites have very generous return policies.

>> so i can send it back. that would be my biggest concern.

>> if you're not too lazy.

>> i do get a little lazy with these things.

>> reporter: we did speak to some of the companies about how they felt about these companies not fitting perfectly. we spoke to herroom.com. she said first you have to find your correct bra size and they have to use your know your breast bra finder to find the best style for you. if you don't find the correct bra size , go their bra fitting page where they have extensive resources called fit guides to help you out. they also have fitting specialists available via live chat on the site so you can talk to a real person by 800 number or you can e-mail any fit questions and they offer free shipping on your first exchange, which is a big deal . and barenecessities.com said if you buy a bra that ends up not being the right size, they have bra fit consultants on call, they'll walk you through the fit process and help you find both the right fit and style for you. they'll ship you a replacement for free. they also have a bra fit guide on their site to help troubleshoot your problems. and it's important to note that both sides will give you your return, no problem, no questions asked. if the tags are on.

>> which is important. even based on what the company said and what we saw from women, it sounds like you have to actually get fitted first by a real person for the bra that is your correct size, maybe before you go online to buy it. because you have to buy the right size.

>> that's the issue. you really need to know your bra size and sort of know what to look for. because the tools can only get you so far, the tools that are on the website. look, you're not going to find a better variety of sizes and styles than you are online . some of these websites have thousands of options. and for example, if you're that woman who's like a 32g, you're not likely going to be able to go into a store and find a good selection of bras. so you're really limited to shopping online .

>> so for those people who do know what they need and exactly what they want, is this becoming more popular?

>> macy's, nordstrom, victoria's secret, they're all starting to offer online guides. but you have to know, and we found out that the prices are different. because most of the prices in the stores are about 50 on average. it's not on the lower end .

>> also lots online , lots of european brands. that's where you're getting the higher price points , but you're getting a bigger selection. you can't necessarily find these brands in mass market stores.

>> definitely something to think about. and it is nice to not have to go into that dressing room. bra bras, bathing suits and jeans. the