MELBOURNE: If Trinny and Susannah are any indication, most women are clueless about the most important item in their wardrobe; the humble bra.
Thanks to the fashion duo however, women are increasingly wising up to bra sizes; and while this may be bad news for old brassieres, lingerie and swimwear business Eveden Brands - which caters to fuller cupped females - is cashing in on renewed interest in the bosom area.
Janine Fisk, group general manager, Australia and New Zealand, of the Port Melbourne based company, said booming demand for larger sized lingerie had resulted in a deal with department store Myer to sell its Freya brand.
"Myer now offer fun, fashionable, great fitting lingerie up to a J cup. We are seeing more and more women coming into store to be fitted. Finally the message is getting out there. Over 90 per cent of the women we are fitting are all wearing the incorrect size. Freya is one of the only brands that caters to smaller back sizes, starting at a size six back in the larger cup sizes, and these are in high demand."
Eveden also planned to run a National Eveden Training School for all its retailers over the next six months to ensure stockists were up to speed on the latest fitting techniques, she added.
"Our message is clear and that is every women needs to be fitted on a regular basis, by a trained fitter. Fitting fuller cupped ladies holds different challenges and without the correct training and knowledge we see many women being fitted incorrectly. We want to help our retailers to further their knowledge so that we can see more women wearing the correct shape and size bra for their frame."
Eveden offered five brands - Freya, Fantasie, Fauve, Elomi and Goddess, which catered to a wide range of customers in terms of size. Bras were available in a range of fabrications, from high fashion sheers through to moulded T-shirt styles, Fisk said.