sportstyle

sportstylemag.com • sportstyle May/June 2023 • 39 the correct sports bra size and style, especially for women with larger cup and band sizes," Haizen explains, noting that it's ideal for consumers to get fitted in person by a qualified fitter. A secondary option is to get virtually fitted. If neither of these options are available, Anita offers an online fitting guide with information about different bra and breast types, bra fitting and a size calculator. But Haizen says, this should be used only as an "initial starting point because measuring your bra size is not an exact science and could require some tweaking by different styles and sizes." How can retailers help consumers select the right sports bra? Having a bra expert in-store is a good start. Offering helpful signage and/or information online is also critical. Hosting group events where fittings can be done in a relaxed atmosphere are also very helpful. At Title Nine, which has a catalog, online and an in-store business, the retailer hosts "Fit Fests" in its stores. ese events are a great way to get customers in the store to see the bra selection, socialize, and get fitted. Brand experts are on- hand, as well as knowledgeable store staff. "It is a high touch shopping experience," says Hanks Doyle. "It takes a little more effort but it's worth it. It's like a party. People will drive an hour for it. It's a great in-store event that helps educate our customer and helps remind them that we're experts in bras and we have a great selection. ere are snacks and drinks and a raffle, and everybody gets a little discount." From a brand perspective, Haizen says finding like-minded retail partners like Title Nine is a win- win. "At Anita Active we create solution-based sports bras for women using our Fit-Centric phi- losophy and it is ideal to find a retail partner like Title Nine that has the same intentional mission," she says. "We are very involved in Title Nine's End Consumer 'Fit Fests' at select locations throughout the country that include Fit Clinics for the selling staff so they can be proficiently trained in bra fittings and product knowledge of their offered sports bra assortment. Additionally, we at Anita Active offer Title Nine and other retailers an online education platform for their employees that includes Fitting Techniques, Product Knowledge, and examples of Problem/Solving Solutions that can occur during bra fittings as well as examples of Talking Points and Questions that help the selling staff communicate to the end consumer based on their lifestyle and activities." Anita Active's advice to its retailers is "train your employees," says Haizen. "Only if your employees feel confident with their fitting expertise and are empowered with the knowledge of the best style recommendations based on size and activity, then they can effectively consult their customers on how to find the perfect sports bra for them." Title Nine's Hanks Doyle concurs, "What you want is someone on your team to be well versed in the sports bra category, and in fitting, if possible." Going above and beyond to help customers find their perfect sports bra is "to- tally worth doing," she says, "because once a customer finds the sports bra they love, they're super grateful. ey'll come back. ey'll buy three or four of them and replace them on a regular basis." Behind the scenes of an Anita Active sports bra education video shoot. "Bras have gotten sleeker and lighter over the years, with cleaner lines and fewer seams which means more comfort. You'll see bonded edges and cleaner lines and that usually equates to fewer chafing points. There have been some cool technologies and innovations with fabric. Anita does an amazing job with their fabrics and their bras are supportive and soft. They are very lightweight and quick-drying and I love having their bras in the line. They have a great shape, but they are also really supportive." — MOLLY HANKS DOYLE, TITLE NINE

• Cover