In 2019, BRABAR introduced a groundbreaking initiative that would go on to reshape the U.S. bra industry: the "Shop by Band" campaign. This innovative approach sought to correct a longstanding issue in the industry—improper bra fit, which affects 8 out of 10 women. By shifting the focus from cup size to band size, BRABAR not only addressed this pervasive problem but also set the stage for a broader movement aimed at standardizing bra sizing methods across the country.

Challenging the Status Quo: The Importance of Band Size

For years, the bra industry has traditionally emphasized cup size as the primary determinant of fit. However, BRABAR’s "Shop by Band" initiative turned this notion on its head by spotlighting the crucial role of the band, which is responsible for 80% of a bra's support. This shift in focus was more than just a marketing tactic; it was a strategic effort to educate both consumers and industry professionals on the importance of accurate band measurements.

By emphasizing the band’s role in providing support, BRABAR redefined the foundation of bra fitting. This approach not only improved the comfort and support that bras could offer but also encouraged women to rethink how they approached bra shopping. No longer was the cup size the sole focus; instead, the band size took center stage, offering a more accurate and supportive fit.

Laying the Groundwork for Industry-Wide Change

The "Shop by Band" initiative was more than just an educational campaign; it was the first step in a broader movement to standardize bra sizing methods across the U.S. BRABAR recognized that the existing methods, such as the "plus 4" and armpit (APIT) techniques, were outdated and often led to poor fit. To address this, BRABAR promoted the rib cage method—a more precise and consistent way to measure and fit bras.

This push for standardization was not meant to be an overnight change. BRABAR strategically allowed the industry time to adopt these new methods, encouraging brands and retailers to reevaluate their sizing practices and shift towards a more consumer-centric approach. By advocating for transparency and accuracy in bra sizing, BRABAR not only challenged the status quo but also laid the groundwork for a more supportive and responsive industry.

The Broader BRABAR Movement: A Call for Standardization and Transparency

The "Shop by Band" initiative served as the catalyst for the broader BRABAR Movement, which aimed to bring about widespread change in the bra industry by promoting standardized sizing methods and advocating for greater transparency. This movement was driven by the belief that proper fit is not just a matter of comfort, but also of confidence and empowerment for women.

BRABAR’s broader movement sought to address the inconsistencies in bra sizing that have long frustrated consumers. By pushing for the adoption of the rib cage method across the industry, BRABAR aimed to eliminate the guesswork and variability that often comes with bra shopping. This standardization effort was about more than just numbers; it was about ensuring that every woman, regardless of her body type, could find a bra that fits her perfectly and provides the support she needs.

Driving Substantial Industry Change

As a result of BRABAR’s efforts, significant changes have taken root in the bra industry. More brands and retailers have adopted the rib cage method and have started to prioritize band size in their fitting processes. This shift has led to the creation of bras that offer a better fit and greater support, ultimately providing women with a more consistent and comfortable experience.

Consumers are now more informed and empowered when it comes to selecting bras. With the emphasis on band size, women can now find bras that truly meet their needs, leading to increased satisfaction and comfort. Moreover, this movement has pushed the industry towards greater transparency, with brands becoming more responsive to customer feedback and more committed to providing accurate sizing information.

A Broader Cultural Shift

The impact of BRABAR’s "Shop by Band" initiative and the broader BRABAR Movement extends beyond just the products on the shelf. It has initiated a broader cultural shift in how bras are perceived and fitted. By challenging traditional practices and advocating for a more accurate and supportive approach, BRABAR has set new standards for the industry.

This movement has not only improved the quality of bras but has also fostered a more customer-focused approach within the industry. Brands are now more likely to listen to their customers, provide clear and accurate sizing information, and ensure that their products truly meet the needs of the women who wear them.

In essence, BRABAR’s "Shop by Band" initiative and the broader BRABAR Movement have redefined the standards for bra fitting. By prioritizing accurate sizing and comfort, BRABAR has driven substantial changes that will continue to benefit consumers and the industry for years to come. This shift towards standardization and transparency has not only improved the bra shopping experience but has also empowered women to feel more confident and comfortable in their own skin.