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LovableŽ Launches Maternity Bra for Yummy Mummies
October 2004 sees the launch of LovableŽ's first Maternity bra, following several years of extensive research into the needs of pregnant women and new mums. With the assistance of the Australian Breastfeeding Association (formerly the Nursing Mothers Association), LovableŽ held an online survey and focus groups with new mothers to find out exactly what women want from their maternity bra.
The LovableŽ Maternity bra was subsequently designed to meet these needs - with style, simplicity and affordability in mind.
"We had received a lot of feedback from young mothers stating that there weren't great options out there in terms of the colours they wanted or at a great price. When women are pregnant, their body shape changes significantly throughout the term and they may need to buy two or three maternity bras - with the high price points of existing choices, many women with young families found this extremely restrictive. The Mums wanted to know why they couldn't have a bra in fashion colour's that still looked like a normal bra but with the functionality they required - we agreed with them. The LovableŽ design team has fused maternity needs with the all-important 'fashion' element that modern women are not prepared to forgo."
Dianne Taylor, Divisional Manager,LovableŽ
In response to their research LovableŽ has produced the seamless soft cup maternity bra. Made from a cotton elastane mix, the maternity bra has molded drop cups, one hand easy action, maternity clips and a separate sling inside the cup for breastfeeding - all the functions that a maternity bra requires but produced in fashionable and feminine black, white and pink.
"We have been surprised by the overwhelming support from all areas of the intimates market, from the department stores and boutique through to the Australian Breastfeeding association - who have actually bought the bras to sell through their retail, mail order and on-line store, Mothers Direct."
Dianne Taylor, Divisional Manager,LovableŽ
LovableŽ Maternity bras RRP at $39.95 and are easy to care for, comfortable to wear and supportive up to a size E cup.
Available from October 2004 at Bra's n Things, Myer, David Jones, Australian Breast Feeding Association and selected boutiques across Australia and New Zealand.
Log onto Lovable.com.au for further information, fitting tips and stockist information.
For further information, imagery or samples/ try & tests, please contact Colvin Communications International:
Karina Lawson/ Carla Robinson Colvin Communications International
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