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To address the special demands of the plus market, “Shapeez has come out with a non-foam cup style of its best seller Unbelievabra Ultimate that provides all the shaping, smoothing and support in a minimizer garment. This garment allows us to expand our line into the 2X and beyond sizes,” according to David Berner, owner of the company. Acknowledging the expansion of the category, Berner continued, “The plus size market has always been there, however major manufacturers have deliberately chosen to ignore this market allowing small brands to capture that market segment. Now that the market has increased demand, larger brands are jumping in.” Already about 15% of the company’s output goes to the plus market and Shapeez “We will roll out new plus size styles later this year.” Berner emphasized that there is a growing “Consumer demand for garments that provide double duty, that are both comfortable, supportive, slimming and shaping.” At Shapeez, “To create our new line of non-foam cups, we have broken away from the old fashion way of creating cup molds. We have gone hi-tech and moved to a CAD/CAM design system that allow us to render our molds digitally in 3D before committing to steel.” The best selling product at the company for the plus market is the Silkee Long, according to Berner.

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written by Amanda Torres Price published 2012-06-02 18:27:41

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