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Wearing the right bra?
When undertaking sports women's breasts move and can result in temporary pain and discomfort, but it can also lead to a more permanent stretching of the Cooper's ligaments which leads to irreversible breast sag. With this in mind SGB's Zöe Foster has been road testing the leading sports bra brands. She says: "When a customer is trying on a sports bra the most important thing to do in the privacy of the fitting room, is to have a bounce up and down, so educate the customer as to how they should be assessing and buying the bra. When they have a good bounce, nothing should move, if it does suggest they adjust the straps and try again. If there's still movement try a different size." Sizing across the brands is a little different to say the least, but most have a system to help gauge your customer's 'brand' size, which makes fitting rooms important; always suggest that the customer take in a few different sizes, styles and brands.
Sports bras are being recognised as an area of potentially huge growth in sports shops, and even specialist retailer Bravissimo is getting in on the action. While this highly-respected retailer's current sports bra of choice is the Freya Active underwired sports bra - which they say is, "super flexible and is suitable for high-impact sports" - they are using their considerable experience to create a new sports bra which will be available in September. We'll keep you posted on this exciting development.
Anita
Optimum support for all sports types through to large cup sizes is achieved through the cut and shape of Anita's bras, designed to encompass the breast so closely that it can hardly move up and down.
The Light level range is for small cup size which is ideal for sport types with a low intensity. These include the 5524 - Relaxx which has breathable, antibacterial eyelet function fabric, diagonally divided cups, low-elasticity comfort straps reinforced on shoulder, breathable net back, four-position back fastener and 5310.1 - Silky soft which is in natural materials with pre-shaped seamless inside cups of silk.
Medium level is for women who require much more support during high-impact sports or who have a large cup size. 5521 - Light & firm is just one of the bras on offer, which is in breathable microfibre with flat shaped seamless cups for firm breast support and low elasticity comfort straps. Finally for high level activity the bras feature seamless cups with the extra-soft interior, combined with the high-tech material. High-cut panels at the neckline and around the arms provide additional support. Ranges include the new 5529 - Momentum with a combination of heat-retaining eyelet function fabric and moisture-absorbent towelling, flat edging, low-elasticity and fully padded support straps.
Odlo
Since last September the promotion of the three new Odlo bras - High Ultimate Fit, Medium Balance Fit and Soft Comfort Fit - in the UK has been a great success. Odlo have also received great deal of interest from the Daily Mail, the Daily Star, Daily Express, Women's Fitness and sportsister.com to name but a few as they have tried to bring 'such an important area of sports clothing' to the high street.
Each bra is tailored to suit the choice of activity, as their names suggest. The High Ultimate Fit has pressure-reducing sports back, meshed for maximum breathability with stretch fabric for comfort and a broad, stable underband. The Medium Balance Fit features adjustable strap system which can be worn crossed or straight, padded straps, integrated ventilation system and a very soft, moisture-transporting underband. Available in white, black and blue. The Soft Comfort Fit has soft, adjustable straps and sporty shaping with a very soft fabric and no seams on the cups. Available in white and black.
Shock Absorber
Shock Absorber bras have a simple labeling system called the 'support level chart' dependent on cup size, for example 1 to 2 is for size A to B cups. The style of bra is then further catoragised dependent on the impact of the sports activity. The Flexiform Sports Bra - B5037 is designed with boning to enhance support and comfort in this level 3 rated bra. Back clips allow for straight or racer back styling.
The D + Max Sports Bra - B109, has a classic design with maximum three-dimensional support which is rated level 4. In black, white or nude. I had one of these last year and what has impressed me most is the fabric; it has been washed once a week for a year and it still gives the same support it did when I got it.
The Classic Sports Bra - SS10 has been upgraded to style number B102 which has level 3 support. It comes in soft matt microfibre with new mesh panel wings for extra breathability. The shaped, padded, adjustable straps and a soft wide under band add comfort.
The best selling Pump Sports Bra - B4246 is now available in a new season colour, 'ocean', as well as black and white. This level 2 sports bra has padding for enhanced shape and support and side fastenings to customise fit. The new ocean colour features again for the Max Sports Bra Top - B4490 which is support level 4 with shaped, padded and adjustable straps.
Sportjock
Sportjock sports bras were developed in the US but have been an established brand in the UK for the last 15 years. There are three bra styles: The Action Sports Bra works as a compression bra for A, B and C cup. Offering maximum support during high-impact activity, with the performance fabrics CoolMax and Supplex to keep cool and dry. The patented ‘Powerband' sits under the bust to give complete support, a racer back anchors the bra in place and prevents straps from slipping.
These are incredibly comfortable to wear and just slip on over the head like a support top. Available in nine colours with the added advantage of being able to be worn as an outer- or undergarment.
The Super Sports Bra is a compression and encapsulation bra to offer maximum support to C to F cup sizes.
Again the C to F cup sizes ‘Powerband' sits under the bust with the racer back to give complete support. A wicking lining and Supplex outer hold in place molded inner-cups which encapsulates, separates and compresses.
The Sportjock D3 bra works as a compression and encapsulation bra, designed to support DD to G cup sizes. Full back coverage and a revolutionary 3-way knitted fabric gives ultimate hold and support. Locking zip front and inner hook and eye closures help with easy-on. D3 bra comes in Black and White: £37.20rrp.
Sportjock offer a stock service and orders placed before 11am will be delivered the next day. They don't have minimum orders but have nominal carriage charges on orders less that £150 net - this service allows a high-stock turnover resulting in a healthy profitability with very little if any mark-down required on any products.
Royce
The Royce Impact Free sports bra, with sizes from 28 - 40 D to J cup, gives maximum support for the fuller busted lady. The Impact Free was developed over two years and tested on sports women including professional jockeys! Royce say, "exercise in comfort and style while keeping your assets under control."
Royce Impact Free. Available in sizes 28 - 40 D DD E F FF G GG H HH and J. £30.00
We love the tactile Royce Impact Free bra which has a high cotton content but at the same time the double layer fabric allows perspiration to be carried away. For the larger bust upward bounce is reduced by the higher neckline, the under bust band and all-important adjustable straps which all fit comfortably to the figure. Clever features include a concealed back fastening meaning the bra can be worn as outerwear.
Thuasne Sports Underwear
Contact 1000 Mile for a full range of bras, briefs, thongs and shorts in the Thuasne range. The latest addition to this range being the Too Skin which 'is so at one with the body that it feels like skin too'. The revolutionary element of the design to me was the lack of seaming and the taped edges which make it incredibly comfortable to wear. At the same time the moulded cups with the patented Top'Strap concept really did limit upward and outward movement.
The anatomically designed back and arm holes offer total unrestricted movement, while side and undercup reinforcement bands give excellent support. The bra uses Meryl/Lycra which wicks away the moisture, is exceptionally soft to the touch, yet robust. Says Greg Soffe, Thuasne activity manager at 1000 Mile Sportswear: "The first outing of Too Skin was at the London Marathon expo and such was the success that we had sold out within two days. One customer purchased six on the spot saying she'd never felt so comfortable in a sports bra."
1000 Mile keep a good quantity of stock so re-orders can be quickly fulfilled and there are no minimum orders. Thuasne will undertake staff training and POS and display units are available.
Freya Active and Elomi by Eveden
Launching this season is an amazing underwired sports bra called Elomi - www.elomilingerie.com, which is specifically designed with the fuller figured woman in mind and is available all the way up to a J cup. The underwire finishes below the neck edge of the bra in a unique construction which gives perfect bust separation. The higher neckline offers great control and minimises bounce which is achieved without the need for compression in the cups.Freya Active sports underwear is suitable for any sports, particularly high impact sports such as running and horse riding. This high performance design is unique as it shapes and lifts rather than compressing the bust whilst offering the ultimate in support and comfort. CoolMax fabric which dries five times faster than cotton and wicks moisture away from the body is used for the collection which encompasses a full coverage soft cup bra and a medium coverage underwire bra.
I have tested the Freya active non-underwired while running and there's absolutely no uplift as the Inner Sling which extends to the shoulder strap to enhances support and reduces ‘bounce'. I like the fabric as it doesn't retain perspiration and the cut of the bra is really comfortable with the straps - built up with padding for comfort - sitting nicely on the shoulder below the trapezius. There is also a medium coverage underwire which is designed for high performance with average coverage, it features a sporty mesh centre front and double layered cups for added support. The underwire for maximum shape and support has a wider curvature, puncture-resistant wire casing and double fabric for firm support. Both come in sizes 28D-38G, 30GG-38H.
With Eveden, retailers can order stock based on what they have selected at trade shows and appointments with their sales rep.
Saucony
Saucony's Motion Sensor Bra incorporates their patented Performance Shape Technology providing stretchable, breathable moulded cups which give great shape and fit; the Sorb-tek lining maximises moisture management. With hook and eye closure on band it can also be worn on its own as a crop top or as a support bra beneath another top. The Nexus is a zip-fronted version of the top-selling Motion Sensor Bra with all of the same features. It's designed to improve comfort when exercising on your back, for example when taking part in Pilates or yoga. The Motion Adjust Bra is again based on the Motion Sensor bra with hook and eye fastening on the back, but with the added feature of velcro-closing shoulder straps for improved fit and comfort. It's great to have the adjustment on the shoulder strap as over the period of a year, these were invaluable to firm up the bra's support.
All have a SRP of £30.
