(Filed Under wholesale Lingerie News). Who pioneered the concept of half sizes for bras? It may not be the brand you are thinking — unless you were going to say Shapeez.
“Back in 2006, when we were having our first custom bra cup molds made, we asked ourselves, ‘How can we make a better fitting bra,’” CFO and co-founder David Berner told BODY. “Back then our plan was to sell only online direct to consumers. We were concerned that the traditional measuring methods, combined with a lack of sizing standards in the industry, would result in high returns. So, we approached sizing more scientifically using breast volume and body circumference. Further, we noticed that most major bra manufacturers graded there garments in one inch increments after size B. This just didn’t make sense. We wanted to create a better fitting bra for all sizes. A better fitting bra feels better, looks better and wears longer.”
As a result, from the start, the company offered cup sizes measuring 7 inches and going up in half inch intervals to 13 inches. “Bras with half inch cup sizing were invented here, hello!” exclaimed Berner.
As co-founder and designer Staci Berner created her first bras for the line (which now includes a dozen styles) it was clear that a commitment to half inch cup sizing would mean that Shapeez would have to inventory a larger number of SKU’s. And, indeed, the firm now offers over 40 different sizes.
“But that is fine with us,” emphasized David Berner. “Because our bras have always fit better than the competition. And our retailers are happy because, even though there are more SKU’s, their customers feel more comfortable and look better in our bras.”
To experience the Shapeez system in action, visit the detailed sizing page on the company’s website: https://shapeez.com/pages/sizing. There you will see Shapeez not only measures cups in half inch increments, but also provides two videos, a chart and extensive how-to measuring instructions.
In addition, the company also created its own sizing terminology, abandoning the traditional system of band measurements and A, B, C and D cups. Instead of sizes like “34B” or “38DD” you will see sizes like “XS-A” or “Medium-E” or “1X-DD.”
While fit was a key component at Shapeez, the other important difference with its bras is a patented design concept that eliminates the look of bulges and back fat, while at the same time providing full bra support and slimming and shaping benefits. Conventional bras, by comparison, cut into the back and emphasize ugly lumps.
“It burns me up when the johnny-come-latelys say they invented the half inch concept. We founded our business on that idea more than a decade ago,” said David Berner.
“Instead of gimmicks, Staci came up with a completely new bra, as well as a revolutionary way of measuring yourself to come up with a perfect fitting bra. And our growth over the years is a testament to how well this combination works.”
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