Kristin Sekston is a typical Bra Shopper: a bit grumpy and very unhappy.
The 31-year-old Sekston has a shop for new bras every three to four months and is usually full
The process of the day, because it is difficult for her to find a suitable one for her.
She often does mass.
Market chains like Victoria\'s Secret and ruolimon avoid boutiques that can measure her health, but a bra costs $100.
Sexton, account manager for MyCheck, a mobile payment startup, said in an email: \"It\'s too hard because every store, every brand, every style is different . \"mail.
\"It\'s getting so much trouble that it\'s no longer interesting.
More than a century after the bra was invented, women are still complaining about a dress that almost everyone wears and hates the most.
This is not a new problem.
But bra sales fell 3% to $6.
5 billion in the United StatesS. last year.
So, in order to re-ignite the growth, bra manufacturers are pushing from --
The bra, promoted by Victoria\'s Secret, emphasizes fit and comfort.
The jockey is selling the house.
Resulting in a measurement kit for a custom bra, hanesbrands\'s size system cancels the cups, Nike and Lululemon are selling a new version of the sports bra that looks more beautiful, and working with the wearer
The big question is whether the effort to make the bra more comfortable is real innovation or just a gimmick.
\"This must be innovation outside of Labor,\" said Marshal Ahmed Al Cohen, chief industry analyst at the NPD Group . \"
\"You have to make their time worth it.
In 1914, Mary Phelps Jacob, a New York socialite, sewed a pair of handkerchiefs and created the first bra.
When a startup called Maidenform invented the cup system, the next major innovation appeared in the 1920 s.
The first regular sports bra came out in 1977.
It consists of two athletic bands sewn together.
Now with the new fabric and technology, the bra maker will be back on the drawing board again. Hanesbrands Inc.
Our answer is ComfortFlex Fit, a product that makes shopping easier by eliminating some guess on the size.
The bra is padded with foam, eliminating the soft line in many models and adding extra-small to 3XL.
The more general size makes shopping easier, says Hanes, because the sizes of cups in different styles or brands are inconsistent. (
It also reduces the number of items Hanes needs to stock. )While the $9.
99 the perfect cover bra got an average of 3.
Some commenters said on the Hanes website that the scale is confusing.
The line is to add \"a woman\'s bra wardrobe, not to be --for-
Matt Hall, a spokesman for the company, said: \"a replacement.
ComfortFlex Fit products account for about 20-30% of Hanes bra sales and grow in double
Speed is the number of digits, he said.
Jockey Club International Limited
According to the company\'s study, 80% of women wear the wrong bra size.
To address this issue, the company spent eight years developing a volumetric measurement system, scanning the body types of more than 800 women and submitting 26 patents.
Women use a kit of accessories containing 10 plastic molds and tape measure to determine the ideal cup and strap size.
Later, the riders introduced a custom $60 bra with black, white and beige colors.
Privately held Jockey declined to discuss sales of bras.
However, some critics call the technology a gimmick and say it is impossible for the 10 plastic molds to cover a huge range of bust images and sizes outside.
Women are increasingly inclined to wear sportswear as street clothes. -
Sports. -
This has prompted retailers to rethink sports bras.
Last month, Under Armour announced a production line with three levels of support and gel plug-ins, which adds comfort.
Last year, Nike launched the Nike Pro bra series (
Slogan: fit with us)
An online accessories tutorial is provided.
The line is in partnership with Loughborough University, one of the few academic institutions to conduct clothing research.
Lululemon has applied for multiple patents to protect many of them.
The design of the tie is more aesthetic than comfortable or supportive.
Sports bras are becoming more and more popular, prompting Victoria\'s Secret to launch its own series in 2013 (including push-
Let women show the varieties of cleavage in the gym).
Because buying a bra is a very painful thing, women usually wear a dress that works well enough.
Sexton says she has six of the same styles and will only try something new if her favorite item is discontinued.
This is an opportunity for bra manufacturers to compete for market share, said Ani Collum, partner of Boston retail concept.
Consulting company.
\"Brand loyalty is high,\" she said . \"
\"If people can find something that suits them, they will buy it in a lot of colors.