Delving Into the Nitty Gritty of Fit

by Ali Cudby
One of the biggest challenges retailers face is connecting women with bras that are the right shape for their bodies, and there are a number of reasons why this is so difficult. Firstly, fit is already complicated and learning which bras fit which shapes is an advanced skill. Secondly, customers are often unwilling to explore. Women tend to grab familiar styles, even when they are unhappy with the fit.
Recently, HerRoom.com introduced an innovative approach to matching a woman’s breasts with her ideal bra. The Know Your Breasts Bra Finder took five years to develop and goes beyond basic shape questions and delves into the nitty gritty. Breast separation, fullness, position, breast bone prominence, spine curvature and more are all covered in the comprehensive questionnaire.
When I spoke to HerRoom.com founder Tomima Edmark about this remarkable new tool, the finder had been live for only two weeks, and already more than 40,000 people had gone through the process.

Like so many of us in the lingerie field, inspiration is born of a real passion for helping women find bras that fit.  

Tomima explains that the project was inspired by her customers. \’I set out to figure out why all bras of the same size don’t fit all women. I bought measuring equipment, and the bras had the same tensions and cup volume, etc, so something was going on. So we brought in hundreds of women with a variety of breast features, and we realized that not all breasts are the same. I set out to catalog the differences and the result is the Know Your Breast Bra Finder.’
Like so many of us in the lingerie field, inspiration is born of a real passion for helping women find bras that fit. Tomima says: \’It is absolutely true that most women are in the wrong size. I think this is crazy. I want to empower women to figure out which bras work best for them. Part of my motivation was to educate women to look at bras more carefully and identify the features that suit them and the ones that don’t.’
The process involved fitting hundreds of women in the HerRoom \’lab’, and lots of testing to come up with a system to match breast type with the ideal bra. Canada’s Beverly Johnson participated in the analysis of the findings and helped Tomima arrive at her conclusions. Of course, when dealing with unique bodies, it’s difficult to fit every woman’s characteristics into a formula, and Tomima accounted for the differences with an analytic process she calls her \’secret sauce’.
\’It took about five years of trial and error to figure out this big challenge. There were a lot of false starts – we bought the wrong equipment, we went in the wrong direction or forgot to let the findings lead us – but ultimately I’ve learned that there are real solutions for women who don’t think they can find a bra to work for them. Reading the comments from people who have gone through the bra finder has been extremely rewarding. They love it. They have a “Eureka!” moment. And they get excited about buying bras now that they know what to look for.’
This is an extensively researched approach to matching women to their ideal bras. Do you have your own \’secret sauce’ ?
Please contact me at ali@fabfoundations.com and perhaps your business will be profiled in a future issue of Lingerie Buyer.
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