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Full Beauty Launches Busty Bra Finder

The online Bra Finder helps plus-size customers determine their correct bra size in a range of brands, styles and colors.

Fullbeauty.com’s Bra Finder makes it fast and easy to shop for full-figure bras.

Fullbeauty.com, a specialty intimate apparel e-tailer, has just launched an online Bra Finder that helps plus-size customers determine their correct bra size in a range of brands, styles and colors.

Michele Crawbuck, Full Beauty’s vice president and brand manager, said the online tool is fast and efficient and was created to eliminate a tedious shopping experience in a hard-to-find category.

“The Full Beauty team designed the Bra Finder to make it easy for women to find the largest collection of beautiful bras and shop the styles that are offered in her size. This innovative tool eliminates the customer from navigating Web sites for an extensive amount of time — and without having to look at a consolidated chart — only to find that the bra she wants to purchase does not come in her size. With the right bra size and a few additional clicks, she has a portfolio of options to choose from,” said Crawbuck.

She added that once a customer has accessed the Bra Finder on the homepage, the sizing process with detailed instructions begins by measuring and entering her band and bust size. The Bra Finder calculates a women’s correct bra size and then prompts her to select preferred styles, colors and brands available in her size range.

“The plus-size woman knows what she wants but doesn’t have the same options that are offered to missy women….It can be frustrating….She does all of the work online because a lot of sites are tedious — asking their likes and dislikes, age, what apparel they like to wear — and then she discovers they may have a bra style in a G cup, but not in the band size she needs,” she explained.

Often making the online shopping process for full-figure bras more complicated is technology that has not been upgraded.

“Sometimes [e-commerce] sites keep information customers have put in earlier, and they are locked into a category which makes it even more disappointing after having gone through a long process,” said Crawbuck.

The online bra finder has received “good reaction” since its launch in August, and the site’s proprietary bra brand, Comfort Choice, is the number-one selling label.

“We are evaluating the reaction to the Bra Finder, and plan a fourth-quarter e-mail campaign as well as print catalogues. The campaign will continue into spring 2014,” she said.

Full Beauty is a division of  OSP Group, a plus-size apparel and lifestyle specialist for men and women.