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Figleaves unveils new online “Fitting Room”
Aug '13
Figleaves.com, the leading online retailer of more than 200 brands of lingerie, sleepwear, swimwear and activewear, launches a new online "Fitting Room" with the mission of helping women everywhere find a perfectly fitting bra.

The "Fitting Room," which debuted on August 21, 2013 as a special section on the Figleaves.com website, aims to help women find a bra that is such a perfect fit – and so comfortable – that they forget they are even wearing one.  The virtual room includes a special, interactive bra calculator to give insight into the areas that can be improved with fit, along with helpful hints and tips on what to look for when shopping for bras.

"A properly fitting bra can be life-changing," said Irene Dmyterko, Technical Manager at Figleaves.com. "It slims the silhouette, improves posture, and – most importantly – can give women increased confidence."

Highlights of the Figleaves.com "Fitting Room" include:

-Bra size calculator – an interactive guide to see if a woman should go up or down in bra sizing
-Two videos – one illustrating how to properly put on a bra and the other showing what the "perfect" bra fit looks like
-A list of common bra fit problems
-A look into the history of bra fitting
-"The Bra Deconstructed" – a guide to the various parts and components of a bra
-Bra care guides – instructions on how to properly wash and care for bras

During extensive fit research, Figleaves.com learned that the most common problems were women wearing too large of a band and too small of a cup, thus not supporting and lifting the bust properly.  The company found that, on average, women using the new Figleaves.com bra calculator went down one back size and up three cup sizes.  Whereas many women believe they are a 36C, Figleaves.com reports their bestselling sizes to be a 32F and a 34E.

"Often women underestimate their cup size and overestimate their band size simply because they've been improperly fit in the past and because a bra in 34 or 36C is more readily available at a brick-and-mortar retailer where stock is limited," said Dmyterko.  "But, Figleaves.com is solving that problem – not only by revamping the way that bra fit is done – but also by offering the largest selection of designers and the most extensive range of lingerie sizes with bands going from 28-56 and cups ranging from AA-K.

The classic bra size fit system has flaws, including: the tape measure system was only designed for cup sizes A-D, when bras are now available up to a K cup and beyond; the system relies on wearing a bra while being measured, which is skewed if a woman has an improper fit to begin with; and the tape measure system ignores the shape of the ribcage and the proportions of the shoulders to the waist.

"Our new 'Fitting Room' has a wealth of information for women in a very clear and user-friendly format," says Dmyterko.  "This online guidance is helpful, as it allows women to discover their real size and proper bra fit in the privacy of their own home."


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