Selling: Tech Rep Flexible support
Shock Absorber UK senior brand manager Kirsty Kothakota talks to us about its new flexible titanium underwire sports bra.
ne of the key challenges in the sports bra category is driving awareness and understanding.
From our consumer research we know there are women out there who don’t like the look of sports bras which may be one of the barriers to wearing one. In fact, a shocking 68 per cent of women chose to exercise in their everyday bra. When we asked these women to describe their ideal sports bra they said that it would be an underwire. So, our new titanium underwire sports bra is for all those women out there who want a more lingerie-style looking sports bra, with an underwire, yet which still has the sports features that give comfort and support.
We are confident that the Shock Absorber flexible underwire sports bra will not only prove to be a popular style but will help to bring current non-wearers into the sports bra category. Shock Absorber likes to stay ahead of the game and we have the only sports bra on the market to use a titanium flexible underwire. The titanium memory wire moves and flexes in harmony with the body giving both support and comfort. Titanium is as strong as steel, yet incredibly light. The sports bra features padded and adjustable straps, a padded hook and eye, performance fabrics and an adjustable back fastening which means the sports bra can be worn as either a straight or a racer back style.
The Shock Absorber flexible underwire sports bra is available in black/silver and white/silver and comes in sizes 30-38, B-F
flexible underwire sports bra tech rep:
● Features a lightweight and flexible titanium underwire for support and comfort
● Flattering lingerie-style shaping ● Padded and adjustable straps, padded hook and eye and an adjustable back fastening system designed to maximise comfort
● Made from moisture wicking performance fabrics 36 Shock Absorber
The Shock Absorber flexible underwire sports bra will be launching in November 2011. It will be supported with point-of-sale (PoS) materials and strong PR across key women’s sporting titles. For retailers, what is the most effective way to market Shock Absorber products in store? Firstly, make sure the complete range in your store is right. Clearly identify your own market and select products and sizing accordingly. Your Shock Absorber representative will be able to help with this.
Support the product in store with the PoS materials that can be provided and think about where you merchandise the product in relation to other women’s sports items. Replicate exceptional in-store merchandising online. Shock Absorber can provide imagery and logos for websites.
Myth busting with Shock Absorber
Myth 1: There are muscles in the breast. Fact: Female breasts are primarily composed of glandular tissue and fat, held in position by the delicate Cooper's Ligament. Any excessive amount of breast movement or bounce, as happens during exercise, puts strain on these ligaments and can cause them to stretch. In the long term this leads to breast sag.
Myth 2: Specific exercises will return your breasts to their former shape. Fact: Once breasts have dropped because of stretching these ligaments, nothing can naturally restore them to their former position.
Myth 3: Small breasts do not need support.
Fact: Even among 34As/75As, tests found that breast movement ranged up to an average of 40mm away from the resting place of the body, which can lead to breast sag.
Myth 4: Running, in itself, always leads to sore and tender breasts.
Fact: Inadequate breast support, coupled with excessive breast movement, is the most likely cause of sore and tender breasts after exercise. In a survey, 80 per cent of GPs questioned agreed that with the specialist support of a sports bra, stress on the ligaments is reduced. This helps delay the long-term sagging of breasts.
Myth 5: Your ordinary, everyday bra is good enough to use when exercising. Fact: Tests showed that breast movement is reduced by 38 per cent when wearing an ordinary bra but this rises to as much as 78 per cent with a Shock Absorber sports bra.
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