Blog: Leonie BarrieThe 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.


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