Why the BRABAR Movement for Change Was Necessary
How the “Shop by Band” Initiative Became Crucial for Consumer Education and Industry Transformation.
BRABAR launched a movement that would set the stage for transformative change in the bra industry. This movement was driven by a clear mission: to standardize bra sizing, eliminate widespread fitting issues, and change the conversation from one of body image to one of self-love and empowerment.
Central to this movement was the "Shop by Band" initiative, a pivotal strategy designed to educate consumers and inspire industry-wide reform. In this article, we explore why the BRABAR Movement was essential and how the "Shop by Band" initiative played a crucial role in both consumer education and industry transformation.
The importance of wearing the right bra size. Wearing the right bra size is more than just a matter of aesthetics – it's about your comfort and well-being.
The Need for Change: Why the BRABAR Movement Was Necessary
For decades, the bra industry has been plagued by a persistent problem: improper fit. Research shows that 8 out of 10 women are wearing the wrong bra size, often resulting in discomfort, inadequate support, and a negative impact on self-esteem. This widespread issue stems from outdated fitting methods, such as the "plus four" and armpit (APIT) techniques, which have led to bras that don’t fit snugly and fail to provide the necessary support.
BRABAR recognized that this was more than just a sizing issue—it was a cultural problem that needed to be addressed at its core. The traditional approach to bra fitting, which focused heavily on cup size, often overlooked the critical role of the band in providing support. This misguided focus contributed to the misconception that bras were simply a place to "hang" the breasts, leading to an over-reliance on shoulder straps and a lack of proper support.
Moreover, for teenage girls coming of age, the experience of buying a bra often opened the floodgates of information, making it a polarizing and sometimes confusing experience. The BRABAR Movement sought to change this narrative by standardizing bra sizing and shifting the conversation from body image to self-love, empowering young women to feel confident and supported.
The “Shop by Band” Initiative: A Crucial Step in Consumer Education
To address these challenges, BRABAR introduced the "Shop by Band" initiative in 2019 as a key component of its broader movement. This initiative was designed to educate women about the importance of band size in achieving a proper fit. It emphasized that the band is the foundation of a bra, responsible for 80% of its support. Without a correctly fitting band, the entire structure of the bra is compromised, leading to discomfort and inadequate support.
The "Shop by Band" initiative simplified the bra fitting process by shifting the focus from cup size to band size. This approach was crucial because it addressed a common misconception: many women had a perception of their cup size that was disconnected from how their band size affected it. In reality, cup size is directly related to band size—changing the band size changes the cup size.
By educating women on this relationship, the "Shop by Band initiative helped them understand that a properly fitting bra feels "snug like a hug" around the ribcage, offering consistent support throughout the day.
Debunking Outdated Methods: Progress Through Education
One of the most significant goals of the BRABAR Movement was to debunk outdated fitting methods that had long been a source of frustration for women. The "plus four" and armpit (APIT) methods often resulted in bras that were too loose and failed to provide adequate support. Through the "Shop by Band" initiative, BRABAR educated consumers about the importance of using the rib cage method, which offers a more precise and consistent way to measure and fit bras.
This educational effort has already led to significant progress within the industry. Many brands have started utilizing the rib cage method, although some still add 2, 3, or even 4 inches instead of rounding to the nearest even number as the correct measurement. While this is not yet perfect, it represents a positive shift toward better-fitting practices. The industry is beginning to move in the right direction, and BRABAR’s impact is evident.
Sparking Industry-Wide Reflection and Change
The "Shop by Band" initiative was not just about educating consumers—it was also about sparking a much-needed self-reflection within the bra industry. For too long, outdated sizing methods and a narrow focus on cup size have led to widespread fitting issues. BRABAR knew that meaningful change would require the industry to take a hard look at its practices and start making the necessary adjustments.
By leveraging tools like the Wayback Machine to compare how fit was discussed before BRABAR’s influence, it’s clear how far the industry has come. The language and philosophies of brands across the U.S. have begun to shift towards a more customer-centric approach, uniting around the global standard rib cage method of measuring and transparently communicating correct information to consumers.
#NotJustABra: Reimagining the Bra Shopping Experience
The hashtag #NotJustABra encapsulates a core aspect of BRABAR’s philosophy. For many women, especially teenage girls, buying a bra is not just about finding the right fit—it’s about navigating a significant moment in their lives that is often tied to body image and self-esteem. The BRABAR Movement aimed to change the conversation from body image to self-love, reimagining the way we shop for bras.
By creating an environment where women feel empowered, informed, and supported—both physically and emotionally—the BRABAR Movement has helped make bra shopping a positive and affirming experience, rather than one fraught with confusion and self-doubt.
BRABAR’s collection of teen bras, tween bralettes, and young adult bras cover the sizses of 28A, 28B, 28C, 28D, 28DD/E, 28DDD/F, 30A, 30B, 30C, 30D, 30DD/E, 30DDD/F, 32A, 32B, 32C, 32D, 32DD/E, 32DDD/F, 34A, 34B, 34C, 34D, 34DD/E, 34DDD/F, 36A, 36B, 36C, 36D, 36DD/E, 36DDD/F, 38A, 38B, 38C, 38D, 38DD/E, and 38DDD/F.
The Road Ahead: Continued Advocacy and Change
As we reflect on the progress made since the launch of the "Shop by Band" initiative, we acknowledge that there is still work to be done. Changing the way an entire industry operates takes time, patience, and persistence. However, we are encouraged by the strides we’ve made so far. More brands are adopting the rib cage method, and consumers are becoming more educated about what a well-fitted bra should feel like.
The "Shop by Band" initiative was a necessary first step in a broader movement to standardize bra sizing and improve the overall bra-wearing experience for women. By continuing to advocate for proper fit and challenging the industry to evolve, we are confident that we can drive lasting change.
The BRABAR Movement emerged as a vital response to the persistent issues in the bra industry, particularly the problem of improper fit. Despite the existence of over 200 possible bra sizes, ranging from band sizes 28 to 56 and cup sizes AA to O, most stores carry fewer than 60 sizes. This limited selection has led to a widespread issue—8 out of 10 women are wearing the wrong bra size. The consequences are far-reaching, resulting in discomfort, inadequate support, and a negative impact on self-esteem.
This pervasive problem stems from outdated fitting methods, such as the "plus four" and armpit (APIT) techniques, which add unnecessary inches to the band size, resulting in bras that don’t fit snugly or provide the necessary support. These methods often place undue emphasis on cup size while neglecting the crucial role of the band, which is responsible for 80% of a bra’s support. As a result, many women are left with bras that rely too heavily on shoulder straps for support, causing discomfort and poor posture.
The BRABAR Movement recognized that this was not just a sizing issue—it was a cultural problem that needed to be addressed at its core. The experience of buying a bra, especially for teenage girls, is often confusing and fraught with pressure, tied more to body image than to comfort or fit. BRABAR set out to change this narrative by shifting the conversation from body image to self-love and emphasizing the importance of proper fit.
A key part of this shift involved advocating for the rib cage method of bra fitting, which prioritizes a snug band that provides the majority of the support. By promoting this method and offering a broader range of sizes, BRABAR aimed to empower young women to feel confident, comfortable, and supported.
But the movement didn’t stop there. BRABAR also sought to standardize bra sizing methods for the next generation, recognizing that consistency and reliability are crucial to eliminating the confusion and inconsistency that have long plagued the industry. By championing the rib cage method as the standard, BRABAR is laying the groundwork for a future where all women can easily find bras that fit correctly, regardless of where they shop or what brand they choose.
For the next generation, this means growing up with a clear understanding of what a proper fit looks and feels like. It means having access to bras that are designed to support their bodies, no matter their size or shape. And it means shifting the focus from merely finding a bra that "works" to finding one that truly fits, offering comfort, support, and confidence.
Such bras in the BRABAR collection that provide comfort and support include halter bras like the Strappy Halter Bralette. We have cotton bralettes like the Cotton Stretch Rib U-Back Bra. We have racerback bras like the Cotton Stretch Rib Racerback Bra, We have everyday bras like the Everyday Convertible Bra with J-Hook and the Soft Everyday Bra with Back Closure. We have strapless bras like the Soft Strapless Bra Top or the Everyday Baselayer Bandeau Bra. We have medium-impact teen sports bras like the X Sports Bra or the HUG Wireless Sports Bra with Lace.
The BRABAR Movement’s commitment to standardizing bra sizing is about more than just bras—it’s about changing the way we think about fit, comfort, and self-esteem. By challenging the industry to adopt more inclusive and consistent practices, BRABAR is paving the way for a future where every woman can find her perfect fit, making the experience of buying a bra more positive and empowering for women of all ages.
Conclusion: A Future of Better Fit
As we move forward, BRABAR remains committed to our mission of educating women and promoting a bottom-up approach to bra fitting. The "Shop by Band" initiative set the stage for a new era in the bra industry—one where women are empowered with the knowledge of how a bra should fit and feel, and where the industry is held accountable for providing that fit.
In the years to come, we will continue to build on this foundation, driving innovation in bra design and fitting practices. We believe that every woman deserves a bra that fits like a hug, offering the support and comfort she needs to feel confident and comfortable in her own skin. The journey may take time, but the destination—a world of better-fitting bras—is well worth the effort.
