FOR
IMMEDIATE RELEASE
Contact: Bernie Wallace
Bernadette.wallace@hanesbrands.com
(336) 519-6250
Barely
There Revolutionizes Bra Sizing
Intimate
apparel brand solves No. 1 consumer complaint “I can’t find my size!”
by reducing number of sizes from 16 to 5.
WINSTON-SALEM, N.C. (June 29, 2010) –Barely There, a leading intimate apparel
brand, announces the launch of its new CustomFlex Fit Collection featuring the
innovative Smart Sizes bra sizing
system that simplifies and streamlines the traditional bra sizing configuration
from 16 sizes to just 5 sizes with new “shape-to-fit” technology.
According to an online survey conducted by Barely There of more
than 5,800 women, bras were ranked as the most difficult
item to buy based on sizing, and 65 percent of women reported having difficulty
finding their bra size when shopping. Barely
There takes a bold approach by simplifying the system to just five easy-to-find
and easy-to-fit sizes (extra small through extra large).
“This new system will
certainly simplify the lives and lingerie drawers of women everywhere,” says
Tricia Bouras, director of marketing, Barely
There. “With the ‘shape to fit’ technology of Smart Sizes, women can easily
and quickly find the bra that fits, flatters and supports.”
Wanda Urbanska, a nationally known expert on simplicity and the author of the new book The Heart of Simple Living: 7 Paths to a Better Life, thinks American consumers are burdened by what she terms “over choice.” “In general we have so many options when shopping that it can be overwhelming,” says Urbanska. “Women often spend hours searching for a perfectly fitting bra. By simplifying the bra shopping process, Barely There makes it easier and less time consuming. What’s more valuable in life than time?”
Women across the country can participate in Barely There’s “Smart Sizes Revolution”
through the brand’s Web site, www.barelythere.com, a clever viral video
series that can be seen on Facebook and YouTube, and the national Barely There Smart Sizes Tour visiting
more than 150 retail locations nationwide. The tour kicked off today in
Barely There
has introduced Smart Sizes in its
new CustomFlex Fit Collection launching at department stores in June. The
collection will feature seven styles including underwire, wirefree and a new
Bandini silhouette in a wide range of colors.
The Barely There Bandini comes
packaged 2 for $24, the unlined bra styles retail for $24 and the foam bra styles
sell for $30.
The new collection offers five sizes (XS-XL) but
still covers the complete range of alpha numeric sizes from 32A to 42C known to
women today. The sizing innovation comes from the fit flexibility of Smart Sizes that provides two
traditional band sizes and two traditional cup sizes in one Smart Size.
According to Bouras, the design ingenuity behind Smart Sizes has been in the works for
several years, with numerous patented technologies and processes for creating
the “shape to fit” innovation.
“At the core of Smart
Sizes are flexible frames that allow the bras to mold themselves to the
shapes of the wearers,” says Bouras. “These frames are designed for wirefree
bras as well as more complex underwire styles.
“With the flexible fit properties of Smart Sizes, women can find a bra that literally
forms to their individual shape, providing a custom fit that also helps with unique
challenges such as women who are between sizes or those who have unevenly sized
breasts.”
And clearly confusion exists when it comes to
wearing the correct size bra. According to the same online survey, half of the
respondents report wearing 2 or more bra sizes on a regular basis, 72 percent
of the women have at least 2 different bra sizes in their drawer, and 30
percent have 3 or more sizes. Nearly half (47 percent) reported frequently
buying a bra to discover later it did not fit.
About Barely
There
Barely There is a solutions-focused intimate apparel brand of bras, panties,
shapewear and now tops. A recognized
industry leader in seamless technology and innovation, Barely There can be found in leading retailers
nationwide. Barely There is a brand of Hanesbrands Inc (NYSE: HBI).
For more information, visit www.barelythere.com.
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