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current news

Hanesbrands Bras Get Smart

Hanesbrands: Barely There ComfortFlex Fit Bra.
Hanesbrands: Barely There ComfortFlex Fit Bra.

(Filed Under wholesale Lingerie News). Hanesbrands Inc. says it has found the solution for women who have trouble finding their accurate bra size through its Smart Sizes technology, which it is rolling out in its Hanes and Barely There bras under the ComfortFlex Fit name. Hanes bras retail for $9.99 to $14, while Barely There bras retail from $18 to $32.

According to the company, through this patented technology bras are made with flexible frames, allowing them to adhere to wearer’s shape, resulting in a custom fit and superior comfort. In place of the traditional cup-and-band-size system, bras with the Smart Sizes technology run in sizes XS through XL, equivalent to sizes 30A through 42C, which Hanesbrands said represents 58 percent of bras sold in the United States according to market data. Both the Hanes and Barely There brands will continue to offer bra lines that use the traditional size system.

“The launch of Smart Sizes is great news for women whose number one complaint when shopping for bras is that they can never find a size that is comfortable for them,” Christy Respess-Jones, vice president/general manager of intimate apparel for Hanesbrands, said in a statement. “With the streamlined sizing configuration, retailers can now display more bras in each size and carry more colors per size so the customer can easily and quickly find what she needs and make her purchase.”

Sandy Waitz, vice president of intimate apparel design and development for Hanesbrands, said: “With the flexible fit properties of Smart Sizes, women can find a bra that literally molds to their individual shapes, including unique fit challenges such as between sizes and unevenly sized breasts.”

more wholesale Lingerie News >>

Published 06-21-2010 by Amanda Torres Price

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