Over the course of three years, 1,500 women were surveyed by Soma and the top results of the lingerie brand's findings can be seen in the smartest bra on the market, the Bodify.
Bodify boasts patent-pending Flexicup Pad Technology that flexes and recovers with a woman's body. Floataway Wire Construction complements this feature, while inner mesh panels promote breathability. The design also includes non-slip straps, soft underwire support and four-column hook and eye clasps that allow for plenty of customization.
After multiple years of consumer research, Soma is ready to share a bra that offers the confidence and support women desire as they return to work, along with the work-from-home comfort they've grown accustomed to.
Flexible Self-Adjusting Bras
Soma's Bodify is the Result of Three Years of Consumer Research
Trend Themes
1. Smart Bras - The trend of smart bras could continue to evolve through the development of new technologies that focus on comfort and customization.
2. Body-adjusting Apparel - The focus on personalized, body-adjusting apparel has the potential to expand beyond bras, creating opportunities for innovation in other areas of clothing and accessories.
3. Comfortable Workwear - The trend towards comfort and flexibility in workwear is likely to continue as people seek more versatile and adaptable clothing for both in-office and remote work environments.
Industry Implications
1. Lingerie Industry - The lingerie industry can continue to push innovation towards body-adjusting and smart bras, potentially gaining a competitive edge.
2. Fashion Industry - The trend towards comfortable and adaptable workwear has the potential to shape the fashion industry, leading to new design approaches and materials.
3. Health and Fitness Industry - As the focus on personalized, body-adjusting apparel continues, there could be opportunities to create fitness clothing that adapts to the wearer's movements and helps optimize their workout.