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current news

Will Adhesive Bras Replace The Traditional?


(Filed Under wholesale Lingerie News). In this advertorial interview, NuBra brand manager Dennis Chen discussed the many ways his company’s creations provide effective alternatives to the traditional bra.

TELL US HOW YOU CREATED THE BACKLESS, STRAPLESS ADHESIVE BRA BACK IN 2002.

CHEN: The modern bra was invented about 1914, and basically its format hasn’t changed since. Our original NuBra was ‘square one’ thinking and was created to satisfy a specific need. It was designed to give women the support, freedom, comfort and confidence of a regular bra, without the nasty pinching, binding straps or back-fat bulges.

THERE ARE OTHER STRAPLESS BRAS. WHAT MAKES NUBRA PRODUCTS BETTER?

CHEN: First, we’re handmade right here in California, so quality is incredibly important. Plus, our adhesive is medical-grade which ensures that it’s safe and comfortable. We hold multiple patents to ensure that our customers get the best quality products. And lastly, unlike other products, the fact that our bra cups are two separate pieces gives the wearer complete control over their look. We like to say it provides altitude and amplitude, which is a fun way of saying that it gives the wearer lift or “oomph!”

YOU’RE CONSTANTLY INNOVATING. WHAT’S NEXT?

CHEN: We’re incredibly excited for 2018. First and foremost, we have an entirely new look. We have new branding, a new logo, stylish packaging as well as a fantastic new ecommerce website.

WHAT WAS THE THINKING BEHIND THE NEW LOOK?

CHEN: The goal was to have the logo and the new package better reflect the high quality of the brand. Our new package is stylish, elegant and has a premium look and feel. We also wanted to have brand uniformity across all of our products, which will result in better brand identification and familiarity to our customers.

HOW ARE YOU SUPPORTING YOUR SALES REPS AND TRADE PARTNERS?

CHEN: Everything we’ve initiated as far as branding and product innovation has been designed to support our partners. Our goals are to reaffirm our leadership status, reinforce our quality and value proposition to our consumers, and boost sales by increasing consumer demand.

WHAT DO YOU SEE AS SOME OF THE CATEGORY CHALLENGES?

CHEN: The biggest problem is from cheap knock-off brands. We see an influx every day of poorly-made products that either claim to be us, or just copy us outright. It’s not only bad for our industry, but also bad for the consumer. It affects everyone because it erodes confidence in adhesive bras.

IS THE BACKLESS STRAPLESS BRA SALES CYCLE DIFFERENT?

CHEN: Up until now, there have been very predictable sales cycles for strapless, backless bras with peaks around the warmer months and wedding season. We are implementing exciting new strategies to ensure greater year-round sales.

ANY PREDICTIONS FOR 2018?

CHEN: I think it’s going to be a great year for us, to be honest. Last year we celebrated our 15th anniversary and we’re incredibly proud of our legacy. We’re constantly evolving, developing new patents and new designs, and always thinking of innovative ways to deliver comfort and support.


more wholesale Lingerie News >>

Published 01-23-2018 by -

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