SHOP for a bra by webcam.

That is the unusual experience offered by a Whitby store which could revolutionise shopping.

The shop, Fishnets Lingerie, today launched an interactive website which allows customers to converse with staff who will display an entire range of products and sizes via webcam.

Customers who have their own webcam can show the salespeople the dress for which they are seeking a lingerie match and, if equipped with a microphone, they can also have an audio conversation. If not, they can type their questions.

Managing director Olivia Wells believes the system will "blaze a trail in new shopping methods."

She said the interactive system, called FishEye Fitting, is the best way for shy women to avoid embarrassing details about size and shape.

She also claims that by using the interactive Messenger system, both customer and salesperson can fine-tune exact needs in the old fashioned way.

The system also cuts down on lengthy browsing and fitting, particularly for women who need to shop in a hurry.

Mrs Wells said: "As an independent retailer we have to distinguish ourselves from department stores.

"Our aim is to provide a level of personal service and customer care that existed among independent retailers some 100 years ago, using 21st century technology and stocking the very best designers around in all sizes."

She said the system was particularly useful for women who were recovering from operations and needed special fitting brassieres and underwear.

Mrs Wells launched the shop in Skinner Street with her daughter, Louise, five years ago and it is now shortlisted for the Best Customer Service Award for Whitby, Scarborough and Filey.

Updated: 11:23 Thursday, September 29, 2005