There is now more data available about consumer attitudes and ambitions than ever before. We also know that despite the crises, Bodyfashion has remained popular. However, we also know that lots of change is expected and the touchstone is added value: durability, comfort & pleasure.
Jos Berry talks with her guests Angie Lau, CEO of Clover Group, Hong Kong, Sian Thomas, Global Director of Triumph International and Christina Lord, Senior Designer at Komar Group, New Jersey, about the implications of the pandemic and the urgency to redesign the bra of the future.
During this challenging Covid-19 crisis, webinars have become our lifeline. We share with you the recording of the very popular webinar, and the presentation slides from by Jos Berry for Curvexpo – please click ‘Download PDF’ below.
The pre-crisis consumer protest against mass produced uniformity culminating in #BODYPOSITIVE and #INCLUSIVITY is now joined by new criteria, loosely called the NEW NORMAL and SUSTAINABLE COMFORT. Strong in China, and after a couple of weeks picked up in the rest of the Western world, is HOMELEISURE, a sort of fashionable loungewear that can be seen.
The Coronavirus confinement has given us ample time to reflect on everything that is said and written about women and the changing attitudes towards bras. Every newspaper has explained the problems at Victoria’s Secret against the rather militant Inclusivity and Body Positive activists, resulting in a growing belief that new generations have turned their backs against corsetry and everything seductive. The steep growing market share of sports bras with the knowledge that most of them are worn everyday, plus the ongoing ‘shaming’ of women about wearing the wrong size, has created a general feeling that bra brands & consumers are not on the same page.