A man in Boston has created a whole new way to fit and sell bras.
Derek Ohly of Zyrra is using CAD software generally used for architecture and product development for electronics and engineering to design lingerie.
“The idea is to take a task that is traditionally frustrating and time consuming—bra shopping—and turn it into a more of a girls-night-in, fun event, Ohly says. Zyrra also holds sales events with local stores and spas, and even has a fitting booth in the MassChallenge work space. (Don’t worry, it’s away from the building’s giant, floor-to-ceiling windows.)”
“The fit specialists gather women’s measurements at these events and plug them into a CAD program that designs the bras and sends them off to the manufacturers. ‘We could make a big impact in an industry that hasn’t seen a lot of real innovation in many years,’ Ohly says. ‘The bra sizing system was invented in 1920. And it doesn’t work very well, so we’re throwing it out.’ ”
“Indeed, the traditional bra sizing system takes two measurements and assumes the remaining proportions based on those numbers, Ohly says. Zyrra specialists, on the other hand, take close to 10 different measurements for a single bra, better accommodating the different variations in bra fit that are ignored under the current model, he says. “We do plan on revolutionizing the bra industry,” he says, “which is in a different space than most innovation today….”
“The company sells its bras (as well as matching underwear) through a direct sales model, mainly through “fit specialists” that Zyrra trains to go out to sell to women through parties and group events. It’s a model used by many brands catering to women, like Tupperware, The Pampered Chef, and Mary Kay.”
I don’t see in the article how much the custom-made bras would cost.
So what do you think: Would you be interested in a computer-engineered bra using 10 different measurements and not just two? (I keep thinking of”Weird Science” when they scanned in the Barbie Doll.)Would you be willing to be measured all those different ways to get the right fit? Would you be comfortable buying bras in a group environment? (I’m sure they go to a private area to measure and what the heck women are buying sex toys at parties like this.) Would that be more fun or less stressful than going to the store? Do you think the bra industry needs a makeover? Are bras fitting the way they should?