JOCKEY REINVENTS THE BRA

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KENOSHA, Wis. (May 29, 2013) – Women often complain about their bras—poor fit, underwire problems, inconsistent sizing, and discontinued styles—and Jockey International, Inc. believes it has the solution to these problems. Jockey is proud to introduce JOCKEY® bra, which features volumetric sizing, replaces underwires with a 3-D Contour support and guarantees consistent sizing in styles that will not be discontinued.

Designed by women, for women, JOCKEY bra’s patented Volumetric Fit System replaces the 80-year-old alphanumeric sizing format. This revolutionary fit system measures both the volume of a woman’s breast, as well as her under-bust measurement, resulting in the closest thing to a custom-made bra. Jockey conducted eight years of research and development, including the 3-D scanning of more than 800 female bodies, to design JOCKEY bra, and now women have a bra that they will enjoy wearing every day.

“We knew we had to come to market with the best possible product in order to really make a difference in women’s lives, which is why it took us eight years to develop the new JOCKEY bra and its revolutionary Volumetric Fit System,” said Sally Tomkins, senior vice president of design, research and product development for Jockey. “Through our research, and countless hours of testing and talking with women, we are confident we are answering women’s desire for the perfect-fitting bra.”

Bad Bras Be Gone

Research1 shows that 75 percent of women have difficulty finding a bra that fits properly and a staggering 85 percent are wearing the wrong size. A revolution in bra innovation is clearly past due. In fact, women’s top bra complaints include overall fit, straps that don’t stay up and discontinuation of styles making it hard to find the same bra twice. Women also dislike the bra shopping experience due to the overwhelming number of bra choices, lack of attentive service, and complexity and variance of proper sizing. It’s no wonder 53 percent of women have never been professionally fit for a bra.1

“Every element of the Jockey bra program has an elegant feel to it for the consumer. From the design of the Jockey bra website and catalog to the white-glove service of our fit specialists in our retail stores across the country, every aspect of the consumer experience will provide women with the knowledge that the Jockey bra is the right fit for them,” said Dustin Cohn, chief marketing officer for Jockey.

Love at First Fit, Guaranteed.”

Would you measure water in a pitcher with a tape measure? No. So why would you measure a woman’s breast with a flat measuring tool? With its revolutionary new Volumetric Fit System, JOCKEY bra invites women to order a JOCKEY bra Fit Kit to measure the volume of their breast via a unique cup system in order to find their perfect fit. The Fit Kit includes 10 volumetric fit cup sizes (1-10) and a color-coded measuring band to measure the body’s under-bust measurement (30 – 42). It’s a simple two-step process, which prompts women to:

  • Choose a Cup: Select a cup that looks closest to your size and place over the breast. Make sure there is full coverage with no gapping or spillage. Document your new cup size (1-10)

  • Measure Under the Bust: Take a direct measurement of your body’s under-bust measurement using the color-coded, double-sided measuring band (reverse side is legible in your mirror). Choose from seven different band sizes (30, 32, 34, 36, 38, 40 or 42). Document your band size.

Women will no longer classify their bra size using the age-old alphanumeric system, which leaves women feeling frustrated with improper fit, inconsistencies between brands and potential discomfort. Instead, the JOCKEY bra’s new fit system will help women find their perfect fit no matter what style they select. The JOCKEY bra features 55 sizes with a unique and patented 3-D Contour support, which replaces old-fashioned—and often

uncomfortable—underwires. This new armature supports, cups and shapes the breast without any poking, giving women an exceptionally comfortable fit.

Keeping It Simple

Once women determine their size, they can select from five bra style options, including Classic Contour, Tailored Contour, Double-Lined Contour, Classic-Soft Cup and Double-Lined Soft Cup. They will then choose from three colors: black, nude and white. Each bra retails at $60. Jockey offers a “Love at First Fit, Guaranteed” promise or your money back. And unlike other bras, Jockey will not discontinue any style, so a favorite bra will always be available.

Find Your Perfect Fit Now

JOCKEY bra is now available at Jockey.com/JOCKEYbra, at Jockey outlet stores and at the first JOCKEY bra boutique concept at Woodfield Mall in suburban Chicago. Visit Jockey.com/JOCKEYbra to order a Fit Kit and learn more.

 

1 Griffin Strategic Partners, (August 23, 2011), Consumer Validation of New Bra Concept

 

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