Blog: The end of badly-fitting bras?
Leonie Barrie | 31 May 2013
With research showing that 75% of women have difficulty finding a bra that fits properly and a staggering 85% are wearing the wrong size, it's perhaps surprising that the current system of sizing has not been changed for 80 years. Clearly something isn't working.
Add to this women's complaints about underwire problems, straps that don't stay up, price, and discontinuation of styles making it hard to find the same bra twice, and it's no wonder Jockey has been working to find a solution to these problems.
It hasn't come easily though, with more than eight years of research and development and the 3-D scanning of more than 800 female bodies. But the company is confident that a shift to volumetric sizing and replacing underwires with 3-D Contour support are the changes consumers' need.
"Would you measure water in a pitcher with a tape measure? No. So why would you measure a woman's breast with a flat measuring tool?" the company asks.
Its solution takes into account breast shape as well as size - with a total of 55 options based on the volume of a woman's breast, as well as her under-bust measurement.
So far, so good. But the jury seems to be out on whether the new fit system - which requires women to place their breasts into one of ten plastic cups in varying shapes which can be ordered as part of its special Fit Kit - is as easy or accurate as it sounds.
Whether or not it takes off, of course, remains to be seen. But more and more brands are realising that at any given size there are a multitude of different body shapes.
And success stories are out there, including the Levi's Curve ID denim line which targets three distinct body shapes rather than a "one-size fits all" approach. Anything that helps brands to broaden their appeal must surely be worth considering.
Fashion retailer H&M and UK based glove and leather manufacturer Pittards both say they are monitoring the situation in Ethiopia closely after the country's government declared a state of emergency af...
Increasing competition for garment sourcing contracts is seeing China not only being challenged by other countries in Asia, but by sub-Saharan African and even Russian suppliers too. And it is pushing...
The monthly minimum wage for workers in Cambodia's textile, garment and footwear sector is set to rise to $153 from January next year, following a vote on the issue last week. The increase marks a ris...
The results of two highly-anticipated initiatives in the sportswear sphere were revealed last week: the launch of Under Armour’s new UAS lifestyle brand and the first pair of running shoes created at ...
- Fashion fit for the future – strategies for speed
- How PVH is paving the way for connected apparel
- Digitisation to drive new apparel-making models
- Under Armour Lighthouse will disrupt production
- Pakistan industry seeks help to kickstart exports
- US Q3 in brief - Rocky Brands, Gymboree Corp
- Child refugees found in Turkey apparel factories
- Chinese manufacturer invests $20m in US facility
- Managing change in the move to new tech tools
- Hong Kong's Winds Group to open Haiti factory
- Africa-Med strategic sourcing review – comparing East Africa, North Africa and Turkey
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Global Sports and Fitness Wear Market 2016-2020
- Apparel (GLOBAL) - Industry Report