P18-22 BRAS:SGBGolf_NEW_template 27/07/2009 15:00 Page 18
Sports Bras
Wearing the right bra?
We spend so much time and money making sure we sell customers the right
footwear for exercise – and we need to do the same when selling sports bras,
says Zöe Foster.
W
hen undertaking sports women’s breasts move and can size." Sizing across the brands is a little different to say the least, but
result in temporary pain and discomfort, but it can also most have a system to help gauge your customer's 'brand' size,
lead to a more permanent stretching of the Cooper's which makes fitting rooms important; always suggest that the
ligaments which leads to irreversible breast sag. With this in mind customer take in a few different sizes, styles and brands.
SGB's Zöe Foster has been road testing the leading sports bra Sports bras are being recognised as an area of potentially huge growth in
brands. She says: "When a customer is trying on a sports bra the sports shops, and even specialist retailer Bravissimo is getting in on the
most important thing to do in the privacy of the fitting room, is to action. While this highly-respected retailer's current sports bra of choice is
have a bounce up and down, so educate the customer as to how the Freya Active underwired sports bra – which they say is, "super flexible
they should be assessing and buying the bra. When they have a and is suitable for high-impact sports" – they are using their considerable
good bounce, nothing should move, if it does suggest they adjust experience to create a new sports bra which will be available in September.
the straps and try again. If there's still movement try a different We'll keep you posted on this exciting development.
Anita Odlo
Optimum support for all sports types through to large cup sizes is Since last September the promotion of the three new Odlo bras - High
achieved through the cut and shape of Anita's bras, designed to Ultimate Fit, Medium Balance Fit and Soft Comfort Fit – in the UK has
encompass the breast so closely that it can hardly move up and down. been a great success. Odlo have also received great deal of interest
The Light level range is for small cup size which is ideal for sport from the Daily Mail, the Daily Star, Daily Express, Women’s Fitness and
types with a low intensity. These include the 5524 – Relaxx which has sportsister.com to name but a few as they have tried to bring 'such an
breathable, antibacterial eyelet function fabric, diagonally divided cups, important area of sports clothing' to the high street.
low-elasticity comfort straps reinforced on shoulder, breathable net
back, four-position back fastener and 5310.1 – Silky soft which is in
natural materials with pre-shaped seamless inside cups of silk.
High Ultimate Fit. Sizes A up to cup size E.
Available in white, black, red / Odlo colour range.
5524 - Relaxx. Sizes 32 - 42, A – E. Available in white and black / 5521 - Light &
firm. Sizes 32 - 44, A – C. 32 - 42, D - E. 32 - 40, F - G. Available in white, black Each bra is tailored to suit the choice of
and skin / 5529 - Momentum. Sizes 32 - 44, C – E cup, 32 - 42, F + G cup, 32 - activity, as their names suggest. The High
38, H cup. Available in white and black. Ultimate Fit has pressure-reducing sports back,
meshed for maximum breathability with stretch fabric for comfort and a
Medium level is for women who require much more support during broad, stable underband. The Medium
high-impact sports or who have a large cup size. 5521 – Light & firm is Balance Fit features adjustable strap system
just one of the bras on offer, which is in breathable microfibre with flat which can be worn crossed or straight,
shaped seamless cups for firm breast support and low elasticity comfort padded straps, integrated ventilation system
straps. Finally for high level activity the bras feature seamless cups with and a very soft, moisture-transporting
the extra-soft interior, combined with the high-tech material. High-cut underband. Available in white, black and
panels at the neckline and around the arms provide additional support. blue. The Soft Comfort Fit has soft,
Ranges include the new 5529 – Momentum with a combination of adjustable straps and sporty shaping with a
heat-retaining eyelet function fabric and moisture-absorbent towelling, very soft fabric and no seams on the cups.
flat edging, low-elasticity and fully padded support straps. Available in white and black.
18 SGB SPORT July 2009
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48