WINSTON-SALEM, N.C.– June 17, 2010 — Hanesbrands Inc. announced today that it is rolling out its
latest intimate apparel innovation – proprietary shape-to-fit bra technology – under its Hanes and
Barely There brands.
The innovative new system, called Smart Sizes, uses patented construction that molds to the
shape of the wearer and allows five shape-to-fit bra sizes to replace 16 traditional cup-and-band
sizes, resulting in easier shopping, a custom fit and superior comfort.
Hanesbrands, one of the world’s leading innovators in intimate apparel, is using the Smart
Sizes patented technology in new Hanes and Barely There bra collections launching across department
store, mid-tier and mass-merchant retailers this summer.
“The launch of Smart Sizes is great news for women whose No. 1 complaint when shopping for
bras is that they can never find a size that is comfortable for them,” said Christy Respess-Jones,
vice president/general manager of intimate apparel for Hanesbrands. “With a streamlined sizing
configuration, retailers can now display more bras in each size and carry more colors per size so
the customer can easily and quickly find what she needs and make her purchase.”
After several years of product development work, Hanesbrands’ research-and-development
professionals developed the Smart Sizes bra system using a series of unique flexible and floating
frames that allow bras to mold themselves to the shapes of the wearers. The system works with
wirefree bras as well as more complex underwire styles.
Hanes and Barely There will continue to offer bra lines that use the traditional
alpha-numeric sizing, but the introduction of brand-specific Smart Size bra lines – Hanes
ComfortFlex Fit and Barely There CustomFlex Fit – will give consumers an innovative new choice to
find the perfect bra fit.
The streamlined five Smart Sizes – extra small through extra large – are used in place of
traditional alpha-numeric bra sizes from 30A through 42C. Those sizes represent 58 percent of the
bras sold in the United States, according to retail market data.
“Smart Sizes is a very big concept that revolutionizes how women fit and buy their bras,”
said Sandy Waitz, vice president of intimate apparel design and development for Hanesbrands. “With
the flexible fit properties of Smart Sizes, women can find a bra that literally molds to their
individual shapes, including unique fit challenges such as between sizes and unevenly sized
Hanesbrands uses its product innovation across brands and distribution channels to take
advantage of its strong market penetration. Hanesbrands has five of the 10 most preferred intimate
apparel brands by consumers, including top-ranked Hanes and Barely There, according to Retailing
Today magazine’s 2009 “Top Brands Study” conducted by Leo J. Shapiro & Associates.
“Our design team is the best in this industry, and we are constantly exploring new ideas and
technologies that our brands can use to transform the bra category,” Waitz said. “Hanes and Barely
There, which target the average-figure women, are applying this technology to give their consumers
one of the biggest advancements in bra sizing, convenience and comfort.”
Previously, Hanesbrands has used its concealer bra technology to successfully offer new lines
in its Bali, Playtex, Hanes and Barely There brands. “Product innovation in bras works particularly
well for Hanesbrands,” Waitz said. “We are able to take big consumer ideas and leverage them across
multiple brands reaching multiple channels of trade.”
Hanesbrands Inc. is a leading marketer of everyday apparel essentials under some of the
world’s strongest apparel brands, including Hanes, Champion, Playtex, Bali, JMS/Just My Size,
barely there and Wonderbra. The company sells T-shirts, bras, panties, men’s underwear, children’s
underwear, socks, hosiery, casualwear and activewear produced in the company’s low-cost global
supply chain. Hanesbrands has approximately 45,000 employees in more than 25 countries and takes
pride in its strong reputation for ethical business practices. More information about the company
and its corporate social responsibility initiatives may be found on the Hanesbrands Internet
Posted on June 22, 2010
Press Release Courtesy of Hanesbrands Inc.