Dive Brief:
- Continuing a record of tech-based innovations in the intimates category, Soma introduced its Bodify bra, which features patent-pending Flexicup Pad Technology made of materials that self-adjust to fit the wearer's body, the company announced via email to Retail Dive.
- To provide a comfortable fit, the bra also has no-slip straps, an adjustable double-layered back strap, soft casing underwire support, and four-column hook and eye clasps. Priced at $68, the bra will be available in sizes 34 to 38, from B to DDD, and in size 40 from C to DDD, and in six colors, the company said.
- The brand held a brief pop-up from Feb. 18 to 19 in New York City to let shoppers try the bra in private fitting rooms and share their bra-fit problems and needs, which the company said will factor into its future bra technology. The bra is available on the brand's website as of Wednesday, per the emailed statement.
Dive Insight:
With the release of the Bodify bra, Soma is continuing its history of developing bra fit technology.
In 2019, Soma teamed up with Like A Glove to release a patented measurement bra during the 2019 International CES Conference. The bra connects with an app via Bluetooth to track the wearer's body measurements and suggest their ideal bras and sizes. Soma made a deal with retail concept b8ta at the time to sell the bra in multiple locations and also partnered with QVC to showcase the product.
"The launch of Bodify marks our most innovative bra offering to date, truly designed with what women want and need in mind," Holly Wilson, Soma's vice president of design, said in a statement. "Through this debut, we are changing how women shop for bras and the overall wearer experience by delivering an option that was made to fit her unique shape and size, not the other way around."
The release of Soma's Bodify bra follows a recent uptick in sales at the brand. Soma's comparable sales in Q3 rose 30% over last year and nearly 44% over 2019. Parent company Chico's FAS said it has invested funding, inventory and more employees to expand Soma's reach and drive the business to become "a billion dollar brand."
