How to Sell: Sports Bras

Women are constantly in search of a better fitting, supportive sports bra. Armed with the SNEWS® Retail College Sports Bra chapter on fit tips, design features, bra “anatomy,” sizing and measuring, everyone can be an expert.

Despite what everyone may think, many women aren’t as concerned about shoes or even makeup as they are about breast support, especially for sports and active endeavors. Get women talking about bras or, more specifically, sports bras, and the discussion will quickly turn passionate, animated and intimate. Sports bras are a relatively new invention, but only in the last decade or so has there been much focus on the science of support and the technology of materials and design.

This is serious business, especially if a woman has larger breasts or participates in higher-impact sports. A sports bra is a piece of essential equipment. Unsupported breasts in ill-fitting bras can hurt, be subjected to ligament damage, and cause medical problems such as headaches and back pain. Plus, a woman can become embarrassed enough to simply stop all physical activity.

Finding a great sports bra can be an enlightening moment for women. If a woman finds one she likes, in a retail atmosphere that is friendly and unintimidating, you can bet she will be back to buy another one. Or two. Or three even. Click on the image ro the right or simply click here to access the easy-to-read digital flip training guide to selling Sports Bras, written by SNEWS Editor In Chief Therese Iknoian.

A printed version of this digital flipbook was mailed to more than 1,000 specialty retail shops earlier in June 2011, and it is the first in a series of special Retail College How To Sell chapters the SNEWS team will be producing through the rest of the year.

If you would like to have your store’s name added to our mailing list to receive future training chapters, or if you are a manufacturer and would like to find out how you can work with SNEWS in producing a future “How To Sell” guide, contact our sales manager, Elizabeth Averbeck at eaverbeck@aimmedia.com.