sportstyle

40 • May/June 2023 sportstyle • sportstylemag.com Any other retail tips for merchandising and marketing the sports bra category effectively? Appoint somebody in the store who can own the category. Have them learn everything about the bras via trainings or by digging around online and finding the information they need, says Hanks Doyle. "In-store events are also really a great way to get people into the stores," she says. "We'll market our in-store events for a month or two. You need someone in-store who is excited about it and talking it up." As for merchandising, Title Nine organizes bras by size first, and then calls out some of the features and benefits people tend to look for in each bra. Aside from the importance of support, how important are style and price to consumers? "People want awesome products that make them feel and look good," says Hanks Doyle. "Style is very important. As far as price, we just did a deep dive on price analysis and at Title Nine we're seeing customers being a little more price sensitive right now. We've seen a shi in the last year or two with that. But we also know that especially for the larger cup sizes, they'll pay anything if it's the right bra. For people who have a harder time finding their size and have fewer options, if they find an $80 bra, they'll buy three and not even blink if it's a bra that really helps them feel like they can go run a marathon." Says Haizen, "e price/value equation con- tinues to be important as there will always be the relationship between high quality performance fabrications, design details and price point. Brands as well as retailers should offer a range of styles that fits within their price point philosophy and reflects their brand values and addresses the specific needs of their customers." How often should consumers buy a new sports bra? It depends on how much it is worn and how well it is cared for. "You shouldn't put a sports bra in the dryer, but people definitely do," says Hanks Doyle. "Over time the elastic breaks down — you will lose support aer a while." Anywhere from 6 months to a year, maybe more if not used that oen is a good rule of thumb. "Having at least three sports bras – one on body – one in the wash – one in the drawer - allows her to easily rotate them and extend the life of each sports bra," suggest Haizen. "As well, taking good care of the sports bras will also extend the support and comfort she depends on. Depending upon how many sports bras you own and/or rotate on a regular basis and how oen you wear each style during a week, the need to replace a style can range approximately from 6 to 12 months." A good indicator that it's time to replace a sports bra is "when you have tightened the band from the loosest setting (when new) to the tightest setting aer months of wear," points out Haizen. "at means the elastic in the band has lost much of its recovery power. Consequently, the band no longer has the strength to hold the bra firmly on your body as you exercise. A loose band can lead to chafing and painful skin irritations. e same can be said for the straps. If the back slider adjustment is not staying in place and constantly needs to be repositioned, then the elastic in the back strap has most likely stretched out enough so it no longer properly supports the weight of the breasts in the cups." Bottom line, says Haizen, "if you can no longer adjust the bra to minimize excessive breast move- ment or if you experience pain during high impact activities, then it's time for a new, supportive, properly fitting Anita Active Sports Bra. It will be one of the most important pieces of your active gear!" n A page from a Title Nine catalog demonstrates some keys to sports bra selling — highlighting a standout style, helping the customer understand its benefits, and offering motivation. The latest addition to the Anita Active assort- ment is the Performance WireX Sports Bra #5599 that has a band-less underwire up to an H cup. It is supercharged with two features that raise the bar for maximum support, uncompromising comfort, and sleek style. 1. It has an encased underwire attached to the OUTSIDE of the bra. This prevents irritation to the delicate under bust skin and cradles the breasts for extra stability during workouts. 2. For versatility, the bra's front and back ad- justable padded straps can be worn normally over the shoulder OR crossed in the back to be transformed into a racer back. Another new standout is the PERFORMANCE Sports Bra #5566. Don't underestimate its simple construction and style. It delivers all the support, comfort, and breathability required for workouts up to cup size G. It is the sister style to the Performance WireX #5599 as they both feature finely perforated, stretch materials with a delicate yet firm piqué lining. And Anita Active continues to release new colors and prints in its bestselling sports bra styles that include: Air Control DeltaPad #5544 up to cup size H; Extreme Control #5527 up to cup size H; Momentum #5529 up to cup size H; and DynamiX Star #5537 up to cup size G. WHAT'S NEW FROM ANITA ACTIVE

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