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Why Wireless Bras Are So Popular
发布时间:2015-03-28

In recent day, one journalist from Guangzhou visited many underwear stores there, and found that there placed a lot of “wireless” bras—each style has several colors—in a striking position for customers to see immediately after entering the store. According to the clerk, this year, the sales volume of wireless bras increased by forty percent than previous years.

 

“A lot of customers come to buy wireless bras, both new buyers and frequent buyers”, the sales person told the journalist, “with out the tension from the steel wires, bras are really comfortable to wear. Some clients first come to buy as a try, and then fall in love with wireless bras and become frequent buyers. Some even take their friends to buy together”. 



Wireless bra is not a new product, but it becomes especially popular currently. Some major underwear brands put more efforts in research and development of wireless bras. The consumer group expands from middle-aged women in the past to young ladies now, and the sales volumestraightly climbs.

 

Why this “grandma’s underwear” which used to be despised now enjoys such a popularity?

 

Speaking of the design trend of bras in recent years, Miss Zhou, who works as a bra designer for more than ten years, notices that women’s psychological need for underwear is undergoing a change, and their consumption concept generally returns to the pursuit of health. However, no matter what kind of change happens in fashion, the basic function of bra will remain the same. According to Miss Zhou, there are two major functions of bra: the first one is to modify, to make the breasts look more beautiful; and the second one is to support and protect, to help the breasts to against the gravity and slow down the aging and deforming process. Therefore, in designing bras, designers must fully consider the characteristics and needs of different breasts.

 

She talks in simile: the traditional steel wire bras can be compared to vertebrates. With years of development, the materials for making steel wires are very rich, such as steel, plastic, titanium memory alloy ring, and so on. By contrast, wireless bras are more like insects with exoskeleton but no spin, and they remove the skeleton of traditional bras.

 

The major function of steel wire is to enhance the swelling of breasts by decreasing the floor space of the bra. In the past, the traditional wireless bra cannot hold the breasts perfectly, so it is called “grandma’s underwear”. And the improved products basically do not have such problem any more. 

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