Issue link: https://viewer.e-digitaledition.com/i/1532683
textileinsight.com measured. I have wear testers come in who have never been measured and/or have been wearing the same bra size since high school. It's about getting into the right bra for your body size. Women also aren't willing to trying on a lot of different bras in a lot of different sizes. ings vary from brand to brand. I can have one person test a bra and think it's amazing, and another think it's terrible. HerRoom has measuring directions so you can do it at home. Even taking that one measurement would be useful. Brands don't necessarily make it easy for you. I've seen hundreds of styles over the years. Fit is not always consistent. I have a brand whose founders are small, so they fit everything on a size small. ere are return problems, so I told them to put on their big girl pants. Our goal is that if you wear a size large in Nike, you'll wear large in our brand. But comfort is the defining characteristic of sports bras also because so many are worn for things other than pure physical activity." What consumers want in a sports bra and what retailers want may be two different things. How so? "I just worked six weeks with a client developing a couple of new sports bras that I'm really excited about. ey told me that they wanted the best sports bras out there using everything I've learned in 40 years. I had a free hand, but that's also guided by what consumers will accept. e first sample came out and they were concerned when they lay the bra out with buyers from REI, the cups won't stand up and be perky, so they'll be concerned how it will look at retail. It makes it hard to make a better bra when you have to get over that hurdle as well. My Dr Sports Bra social media is to educate women about things just like this. Try the bra on, even if it looks weird on the hanger." n AMBI Active features a one-piece braided lace construction that adjusts to the body. Its fabric distributes motion tension, reducing rubbing and chafing.