Bra Theory
Tearing down the Wall of Bras and dismantling the Industry Sizing Status Quo
The Vision
We’re setting out to change the way women think about their boobs. Too long, women have been told their bra size is wrong. We’re here to celebrate body positivity and provide a service that enables women to feel their best selves.
The Problem
Women who wear bras daily struggle to shop for and discover a bra that truly fits. Walking into a department store or browse online, try on a hundred bras — the experience is a crapshoot, and tiresome.
The Solution
Bra Theory takes six measurements and delivers a 100% custom bra fit to your shape and size, right to your door.
What I Did
Bra Theory is an early stage startup trying to achieve problem-solution fit. I’m partnering with the Founder to drive branding, lean canvas development, hypothesis-driven experiments, landing page development and solution interviews.
I’m also establishing company culture and workflow with our tight-knit team of 1 developer, 1 designer and 1 bra producer.
The Outcomes
Our team is excited to launch our first marketing effort and learn about our early adopters. So far, we have:
- Generated early hype with articles in SELF Magazine and other publications
- Interviewed 40+ potential customers to unpack problems and needs
- Unpacked vision at the 5 year, 1 year, 3 month stage and translated them into biweekly Sprint Goals
- Launched a landing page and ads to collect waitlist signups and learn more about our customers
User Insights
- Comfort and fit matter. A whole lot. “Comfort” came up as the most common word people used to describe “must-haves” for a bra. What comfort means is subjective to the bra-wearer.
- Words matter. Our potential customers gave us a wealth of phrases to help tailor our branding and message. Some highlights: “Why is this still a problem?”, “Wall of Bras”, “Intellectual-sexy”.
- People don’t know how much things cost. Bespoke bras can run $600 or more. When we asked users how much they think our service costs, they used previous bra purchases as their example — in this case, an average of $50. This doesn’t necessarily mean people won’t pay a significant amount for a perfect fitting bra — we have yet to examine whether the amount people say they will be is the amount they will pay.
Learn More
- Visit bratheory.com!
- Bra Theory is a distributed team, and I’ve helped foster a healthy, remote work environment. Read about the meetings we run and how we branded Bra Theory in two weeks.
