What with the aim of helping out 500,000 women ind their right bra sizes over the next twelve months, Zivame.com, one of the leading lingerie e-tailer today announced the ‘Fit is My Right’initiative.
According to a company statement, the lingerie major will kick-start the campaign by dispatching experts to the colleges across Mumbai and organise educational workshops, besides free counseling and fitting sessions for the students.
Apparently, Zivame.com is aiming at educating women about the importance of wearing the right bra and the health and wellness implications involved.
As part of its initiative, Zivame.com would run the campaign with the help of the unique, ‘Mobile Fitting Lounge’, which will criss-cross the colleges in the city. The all-woman customised fitting van has three trial rooms and bras of all sizes required for the fitting exercise. What is more, the fitting lounge will house three fitting experts who will help women in identifying their right size.
In Mumbai alone, the company is planning to help over 10,000 college going girls by identifying their right bra size in the next month or so. The ‘Fit is My Right’ campaign comes in the wake of some alarming facts that surfaced during a recent survey conducted by the company on the usage of bras among Indian women.
The survey showed that four out of five Indian women do not know their right size and have been wearing wrong size bras all their life. Women are also not aware of the life of a bra and 53% were still using bras that were ‘too old’. Around 82% of women in the country have never received professional help in finding the right bra though all of them buy lingerie at least once in six months. Last, but not the least, most women end up wearing a larger band size than the actual size.
Not wearing an the right sized bra has implications that go beyond mere physical appearance. There are a gamut of health and wellness concerns that arise out of wearing bras that either too old or the wrong size or both, such as scars, pain in the shoulder and chest area, poor body posture and more. This is not counting general discomfort, sliding and poking bra straps and inadequate coverage.
Richa Kar, Founder and CEO, Zivame said: “Women are not comfortable talking about bras. For most girls, the first bra buying experience consists of going to a lingerie outlet and having to deal with sales persons of both genders, who are rarely equipped with the knowledge to ‘consult’ on the right fit and style. The person at the counter will suggest a size that deems fit, and in an uncomfortable environment where there is no scope to ask questions.
Furthermore, a woman is not even sensitised to the possible problems she can face with the wrong fit and compromises lifelong. With ‘Fit is my Right’, we are aiming at correcting this by making young college going women aware about the importance of wearing the right bra. This will not only help them personally to adopt a healthy practice for the rest of their lives, it will also get passed on to others in their circle of influence – their mothers, friends and relatives and most importantly, their daughters later.”
Senior Physician in the city, Dr. Priyanka Wadhwani said: “The bra is a constant presence in the life of a woman and it is critical to make sure that it is chosen and worn well. Women face a lot of physical discomfort and pains from wearing bras that are not right for them and they do not even know that the bra is the culprit.”
Among all the problems associated with bras, finding the right ‘Fit’ is certainly the most critical of all. Under the‘Fit is My Right’campaign, Zivame aims to help 500,000 Indian women nationwide to find their right bra fit. Kick-starting the initiative among college students in Mumbai, the model will be replicated in cities like Bangalore and New Delhi. The Zivame Fitting Lounge in Bangalore, a first of its kind in India, has already been used by hundreds of women to discover their correct size of bra.
“We launched Zivame, because we saw a desperate need in the market. Lingerie is a shockingly underserved category. considering that it is such an essential part of everyday life for women. We want to make lingerie mainstream and acceptable. We want women to feel confident and lingerie plays an important in this. ‘Fit is My Right’ is a result of that thinking. As leaders in the category, we believe it is our duty to create awareness among all women – whether they are online or not, about something that isn’t openly talked about”, Richa added.
Zivame is India’s leading online lingerie store, featuring over 5,000 lingerie styles, 50 brands and 100 sizes. Zivame has aunched in August 2011 by Richa Kar, who brings experience from retail and marketing. With an array of selection ranging from everyday lingerie essentials, plus size lingerie, maternity, sports, shapewear to bridal lingerie, leisure wear, nightwear and swimwear for women, it is an online lingerie store where women can understand their lingerie needs, browse through styles, order for their right size and get their order delivered at their doorstep without any embarrassment.
With offerings like ‘Try at Home’, ‘Fit consultant’, ‘Discrete Packing’ and ‘Fitting lounge in Bangalore’, Zivame sits top of mind of every woman while shopping lingerie online. The collection houses domestic and award winning international brands like Anita, Leonisa, Panache, Enamor, Wonder bra, Triumph, Lovable, Jockey, Amanté, Bw!tch, Curvy Kate, and many others. Zivame also retails their own brands like Penny and Cou Cou. zivame.com/ to know more.