Hanesbrands Announces a New Fit Technology

August 13, 2010

 

I’m the first to raise my hand and say that bra sizing is confusing and convoluted.  It’s one of the reasons women find themselves in the wrong size bra.  In an effort to sort this all out and reduce the number of bra sizes on the market, Hanesbrands has stepped up and created a new sizing technology that they claim will replace multiple current sizes with one size.

The goal, according to Hanes, is to make it easier for shoppers to buy bras while also providing superior comfort and a better fit.  They feel their goal has been met with a new ‘breakthrough’ fit technology.

Their proprietary bra technology called "Smart Sizes" will be rolling out this fall under their Hanes and Barely There brands.  It is a series of floating and flexible bra frames that lets the bra mold to the shape of the wearer.  And it does this with just 5 bra sizes rather than the traditional 16 cup/band sizes.

“Smart Sizes is a very big concept that revolutionizes how women fit and buy their bras,” according to Sandy Waitz, vice president of intimate apparel design and development for Hanesbrands. “With the flexible fit properties of Smart Sizes, women can find a bra that literally molds to their individual shapes, including unique fit challenges such as between sizes and unevenly sized breasts.”

Okay, here is where my enthusiasm wanes.  The five Smart sizes are extra small, small, medium, large and extra large.  And these five sizes will replace the traditional size range of 30A through 42C. 

Though I wish it weren’t so, I’m afraid this new breakthrough could be a bust.  Sure, less sizing means less choices when trying to figure out your size.  Retailers will like only having to stock 5 sizes instead of 16.  But I need to see and try on this product to really get on board with this new sizing technology. 

Hanesbrand claims they don’t need that many sizes because the bra somehow will mold and custom fit to your individual shape.  Hearing this, my mind races to a picture of me being ‘shrink-wrapped.’  We all know that when we find our correct bra size, we look terrific.  I can’t help but wonder if these blended sizes will still give that crisp supported look, or more of a shelf-bra or bathing suit look where if you’re falling out or the fabric gaps a little, you’re supposed to assume that’s as good as it gets.

 

Find Hanes and Barely There lingerie at HerRoom in these departments:
Bras
Panties

 

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Posted by Tomima at 12:31pm
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Hanes Ads with Michael Jordan and Charlie Sheen Starting June 2, 2008

June 05, 2008

Mega sports icon, Michael Jordan, and recently married actor, Charlie Sheen can now be seen teaming up in TV ads for Hanes Brand boxer briefs and t-shirts.

As part of their "Look Who" campaign, Sheen will be seen in the ads as an overly enthusiastic fan of Jordan’s.  The spots will be scenarios similar to the ones Jordan did with Kevin Bacon last season.  But this year, the campaign will also have online and video game advertising as well.  The emphasis will be on showcasing Hanes features of "No Ride-up Boxer Briefs" and "Lay Falt Collar Undershirts."  And, Hanes will also be advertising a money back guarantee  if anyone finds the fit not comfortable.  It’s’ called "Hanes’ Comfort Fit Promise Money Back Guarantee."

The ads, created by The Martin Agency, began airing on television June 2nd.  Sidney Falken, senior vice president of Hanes Brand hopes the ads will convey two messages: great fit, and very comfortable.

 You can find many of the Hanes styles at HisRoom.com. in the following departments:

All Hanes underwear
Men’s boxers
Men’s briefs
Men’s boxerbriefs
Men’s T-Shirts

 

Posted by Tomima at 11:57am
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