(Filed Under wholesale Activewear News). Wondering what's the hottest athletic bra in the market? Feedback from several East Coast specialty boutiques and a recent mention on consultant Ellen Lewis' new lingerie blog, suggests it's Wacoal's recently-introduced athletic bra collection, Wacoal Sport, which has been racking up the sales and getting a good customer response. The collection, featuring soft cup and underwire styles (cited as "the perfect sports bra" by Lewis), retails between $60 and $62.

According to Carol Bowersox, owner of Braserie, Dearie! in Erie, PA, the new collection has been a top-seller in the sports bra category primarily because of Wacoal's strong, loyal customer attitude towards its brand, in addition to the company's unique construction. Bowersox carries both Wacoal Sport styles citing that they sell quite evenly, although nude sells best in size 34D. The underwire style (855170) sells better than other brands she carries in the store, she says, mainly because of "better construction," which doesn't give the "uniboob" look.

At Bra Savvy in Matawan, NJ, customers can also find both styles. According to owner Nancy Manning, the underwire style sells the best with nude being the better color. Best sizes are 32D and 32DD in addition to the larger back sizes. When comparing the Wacoal styles to other brands carried at the store, Manning says some of the other brands' cups run very deep, and even though they may be less expensive, her customers believe that Wacoal is a much better product and are not resistant to the higher price. "Customers like the outside wire on the underwire, and some wear it for everyday use due to great comfort," she said. "The joggers love the soft cup since it really holds the breasts tight to the chest and in place."

Pam Martin, owner of Bertha Church in Burlington, VT, says sports bras are in high demand at her store since Vermont is a very athletic area. Martin only carries the underwire, citing it as a well-constructed piece that has "all the qualities a good sports bra should have." Her customers love the moisture wicking fabric and many of them wear it as an everyday bra due to its comfort, she said.

According to Ruth McMahon of Kiss & Makeup in Richmond, VA — a lady that has been locally dubbed as The Bra Whisperer due to her specialty in large sizes and expertise in bra fitting — Wacoal is the number one brand at her store. She says the underwire style provides nice support and shaping, and unlike most other brands, she says the design is like "a real bra" rather than seamed or more like a sport top.

To learn more about Wacoal's new sports bra collection, call (212) 242-9353.

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Published 07-30-2009 by Bruna Fernandes