The bra industry wanted the next big idea - and now Derriere Equestrian’s Sportief Bra answers the call...
“More women are wearing sports bras as everyday bras because of comfort,function and fashion,” they quote.
“Ath-leisure
dressing is the biggest idea to hit women’s apparel since Jane Fonda and
Madonna...”
“Ath-leisure dressing is the biggest idea to hit women’s
apparel since Jane Fonda promoted fashion bodywear in the Seventies, Madonna
popularized bustiers in the Eighties, the Wonderbra became a household name in
the Nineties, and Spanx sparked a return to shapewear in 2000,” the trade show
brand excitedly reported.
Traditional bra sales are, in comparison, reportedly dropping!
Two years ago, the
bra industry predicted smart fabrics and adjustable compression...
In 2015, analysts The NPD Group, authors of ‘The Bra
Journey Insights’ report, predicted that the industry would soon see: “More technology and smart fabrics… Everyone
is trying to figure out how to do adjustable compression, so sports bras can
become an even smarter product. The next phase of the sports bra business is
who does the next big idea.”
We are delighted to report that, after extensive
development, Derriere Equestrian has risen to this challenge with the launch of our hallowed DE Sportief Bra, an innovative sports bra designed specifically
for the horse rider. It’s designed to lift, separate, shape, and support the
breasts, providing full support to the Cooper's ligaments, the connective
tissue in the breast that help maintain structural integrity. This bra is set
to be a market-leading product, because it is based on scientific research and
extensive real-person testing and development!
Michelle Norris, a scientist at the University of
Portsmouth’s Research Group in Breast Health, the first lab to research how
movement affects breasts, told ‘Outside’ Magazine that bigger breasts move in
larger orbits, referring to the fact that our breasts tend to move in figure of
eights - vertically, sideways, and in and out, all at the same time. Ms Norris found
in her studies that the under-band of a sports bra is vitally important, and reported
that: “Bras that incorporate both encapsulation
(e.g. separate cups) and compression
(e.g, holding the breasts tight to your chest) tend to reduce movement,
while still letting the wearer breathe.”
This is research that Derriere Equestrian has fully taken
on board - throwing modesty to the wind, we are, as The NPD Group prophesised, the
next ‘big idea’! Our DE Sportief Bra offers functionality as well as comfort -
it is easy to get on, with full front zip entry and a racer back with full
thoracic support - and boasts a super-comfortable, non-restrictive under-bust
band.
Bucking the trend for returns
Talking of finding the right size.... Clothing purchased online has always had a
very high return rate, of between 25 and 50%. IMRG (Interactive Media in Retail
Group), the UK's online industry association, cites around 30% as average.
Consumers’ reasons for returning goods are often that the item doesn’t fit, or
that the purchaser doesn’t like the quality. BUT - here at Derriere Equestrian,
we’re bucking the trend!
We knew that our female customers would be concerned
about finding the right size sports bra when we developed the Sportief. Perhaps
they have particularly generously-proportioned breasts; have previously had
trouble finding a well-fitting, supportive sports bra for their horse riding
endeavours? Or maybe they are nervous about purchasing sports lingerie online?
Whatever the reason, we knew that it would be imperative
for consumers to be THRILLED with their Derriere Equestrian Sportief Bra, and
that we had to ensure our customers purchased the right sized bra the first
time around! Customer service is paramount to us, after all.
A hybrid bra
The DE Sportief Bra is a hybrid bra, delivering a fusion
of sporting excellence with the ‘look’ of luxury lingerie. It’s designed to
provide additional support during horse riding, minimise breast movement,
alleviate discomfort, and reduce potential damage caused to ladies’ chest
ligaments. As such it doesn’t come in single cup sizes, hence we have created seven
separate sizes, detailed in our useful size guide. The current Derriere
Equestrian range of seven bra options (garments sized one to seven), covers
fourteen to eighteen common bra sizes, with the DE Sportief Plus range being
launched in Autumn 2017; this will offer many more size options for the more
well-endowed horse rider!
Sports bras that are not sold in single cup sizes
commonly come in ‘crop top’ sizes - perhaps in women’s dress sizes, or sometimes
as ‘Small’, ‘Medium’, ‘Large’, etc. However, as our bra is so innovative and
revolutionary, with its racer back, padded support and front opening, a
traditional, limited size range would not work for us! And, when the exciting DE
Sportief Plus range launches later
this year, it will incorporate a further five garment sizes, and a further 10 –
12 cup sizes.‘Flexibility’ in sizing
Our DE Sportief Bra has been designed to offer the lady horse
rider several choices, in terms of breast support - if you would like normal breast
compression effects, e.g. holding your boobs in place tightly, we recommend an
exact size fit comparison to the size chart provided on our website. But, if
you are seeking further compression, you could step down one size further if
required. For more of a shaping, encapsulation effect with less compression,
you could go up a size, for more of a ‘comfort’, looser fit. Our product is
so-unrestrictive under the bust that this flexibility in sizing is ‘built in’.
The reason we have this flexibility in sizing is because
of the design of the bra. For example, the material and structure in the cupping
system seam is designed to lift, separate, shape, and support the breasts. (Breast
pain has been reportedly experienced by over 70% of women during exercise
(Gehlsen & Albohm) - just one reason why we chose to create a product with
no underwire, to help avoid rubbing and chaffing.) A further benefit of our
unique design is that if you have a large cup size and a smaller ‘back’ size,
you should still be able to ‘go down’ a size in order to find a suitable
garment, due to the ‘giving’ nature of the comfortable bust band. It sits lower
than most sports bras and also gives important thoracic, core support.
Here are some ways we are helping you choose the right
Sportief Bra for your breast-size via our website sales - (don’t forget you can
also shop in your local bricks-and-mortar equestrian store, and we’d be happy
to help you find your local Derriere stockist):
·
Clear
sizing guidelines and charts
·
Photos of
items from multiple angles
·
Real models,
with real bodies, and a range of dress sizes
Derriere Equestrian’s MD, Claire Galer, says: “The DE Sportief sports bra is the style for the future; a fusion of compression and encapsulation creating the perfect hybrid design in sports bra technology. Demand for the DE Sportief has already grown at a phenomenal rate, and we are excited to see completion of phase one; we are already moving forward into second production, with the ‘Plus’ range, which we know our customers will be excited about.”
Visit our website today to find out more - www.derriereequestrian.com
Ref 1 - The NPD Group’s most recent ‘Bra Journey
Insights Report’.
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