ZIVAME CONDUCTS A SESSION AT JD INSTITUTE OF FASHION TECHNOLOGY, BANGALORE

Zivame, the leading lingerie brand of India, was invited by JD Institute of Fashion Technology, Bangalore to conduct a knowledge session for the Fashion Design course students in order to raise awareness about prospects in the lingerie industry, innerwear, break taboos surrounding the discussion about bras and the related health problems associated due to incorrect innerwear. Ms. Neha Kumari, Head of Training at Zivame presided over the session on 26^th November 2019 at the Brigade Road Campus. The session was an informative, immersive and interactive that kept the students engaged. They were upbeat and latched onto every word said by the speaker. Ms. Kumari incorporated some exercises to keep it interesting and fun inorder to open dialogue and encourage students to ask questions in a comfortable environment.

The session commenced with Ms. Kumari pointing out that earlier most of the lingerie shops were run by men and would tend to have a male sales person, which made it awkward for women to express their preferences. She stated that in India we have never relied on getting ourselves professionally fitted while bra shopping; we have taken either our mother or the shopkeepers word to determine our bra size. However, with the foray of brands like Zivame, it has created a safe haven for women to shop without any inhibitions with an all women staff along with professionally fitted sessions and a range of innerwear for every occasion. She then shared with the students about the evolution of Zivame.

Ms. Kumari informed students that there is no average bra size or style. There are many sizes as every body-type is different and an average woman will have 6 different bra sizes over a lifetime. She further elaborated that there are 11 different breast sizes and the different types of bra categories and shapewear available in Zivame. She also emphasized the need to wear the correct size, as it helps posture and prevents health issues due to wearing wrong bra sizes. There are different bras for different necklines. Ms. Kumari also spoke about profiling breasts to get the right size as women are not well informed about their breast profile which also plays an important role in fit. She informed the students that the life span of a bra is only 6 months. However, 80% of women wear the wrong bra size. Women need to get themselves fitted every 6 months as fat is accumulated on the breast.

She stressed that a woman needs to change her bra atleast 3 times a day. While getting up in the morning if a woman exercises, she needs to change into an intensity appropriate bra. Then get back from her workout, freshen and will then wear one to suit her work outfit and when she gets back she will freshen and change into a comfortable home wear, if she lives with her family. Hence, a woman needs to change her bra atleast three times in a day.

Also care needs to be taken to store bras well, just like the way we carefully segregate our wardrobe as based on occasion. Whilst fitting, it is imperative to understand our preferences  and be informed about fabric and innerwear colours to be worn under our clothes.  Ms. Kumari also busted some myths related to underwire and padded bras, the number of times to be fitted, minimizers, clasp fit etc. She also showed the students an informative video about sizing for the right bra and underwear fit.

At the end of the session the participating students received a Zivame gift voucher.  She also advised students that the lingerie is a vast and upcoming field with a lot of scope and encouraged them to look for opportunities. Ms. Kumari was impressed by the energy and proactiveness of the students. She admired the openness to learn and that students were broad minded with regards to discussion about a topic that is relevant for women.

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