Bra shopping
I was surprised to learn that most Australian women hate bra shopping and compare it to ‘an annoying visit to the dentist’. I am not sure it is true in other countries, but these are the results of Melbourne’s Monash University survey:
Dr Yelena Tsarenko from the university’s Department of Marketing said despite advertising that marketed bras as fun, 59.2 per cent of women surveyed in October last year found buying them unpleasant, only 24.7 per cent liked the experience. She said it was analogous to a visit to the dentist.
The study of 600 women targeted shoppers in two boutique stores in Melbourne’s Caulfield area, two discount stores – at a K-Mart and a Target – and at two department stores of David Jones and Myer.
More than 20 per cent of women surveyed had never been professionally fitted for a bra and 63 per cent had not been fitted in the past 12 months, Dr Tsarenko said.
She said that despite advertising designed to make bra shopping fun, most women found the store environment unfriendly, although in boutique stores more women were happy with staff assistance.
Bright lights in bra shops also were a turn-off, with more bodily flaws visible, Dr Tsarenko said.
“If they are over 20 years old, then they are more sensitive about their body,” Dr Tsarenko said.
She said she suspected soft lighting would make women more likely to buy a bra. Her findings showed 78.7 per cent of women thought flattering lighting impacted on their decision to buy a bra.
Dr Tsarenko said the lack of standardisation between bra manufacturers meant there was no real way of women knowing their correct bra size.
“To further complicate this, choice has expanded dramatically in the past 10 years, with a large number of brands appearing,” Dr Tsarenko said.
[source: dailytelegraph.com]
Well, from our experience, I agree that there is a problem with sizes from one brand to another. I agree that there are thousands of lingerie brands that fight for a share of the market and the buyers are completely unfamiliar with their products and quality. But I do not agree that the process of buying lingerie is similar to a dentist visit.
But I hope you will enjoy shopping our store: products from one of the top European lingerie brands.
Technorati Tags: bras, Australia
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