Panache wants women to know their bra size.
The intimate apparel brand is continuing its “Find Your Fit” messaging that it developed in 2017 after finding out that more than half of women have never had a professional bra fitting. The campaign included 400 global fit events that took place in the U.K., Europe, U.S. and Australia.
“When we learned this stat, we realized the importance of creating regional fit events,” said Sarah Froggatt, marketing director at Panache. “Panache’s ‘Find Your Fit’ events are giving women an opportunity to discover their true bra size and find styles that complement their figures. It’s a comfortable and fun environment for women to have a bra fitting — nothing daunting — and we’re excited to bring this opportunity to women around the world.”
For 2018 they’ve expanded on this idea and will hold events at participating retailers. Panache is carried by stores including Rigby and Peller and Town Shop. The events will feature a Panache bra fit expert and offer its full range, which includes Panache, Cleo, Panache Sport, Panache Swim and Sculptresse. Panache is hoping to host 75 to 100 events in the U.S. this year.
Froggatt said these events usually result in women purchasing a bra.
“Following a bra fitting, many women are surprised at their real size and can’t believe the transformative feeling of wearing a correctly fitting bra,” said Froggatt. “We hear so many comments from women about how they feel more confident, love how they look and are standing taller, which generally leads to women wanting to buy a new bra wardrobe in their new size.”
For the campaign they’ve tapped an array of women to model core pieces from the line. This imagery will be showcased at Panache retailers.