According to Running Insight Magazine, women spend around 11.5 billion US dollars on sportswear every year. Men are also responsible for this number, as they quite often work in specialty stores and sell activewear, including sports bras. But do men feel comfortable selling these intimate items to female customers? According to the athletic compression apparel company Zensah, they don’t. And this is why Zensah has decided to start campaign titled Bros Sell Bras, which aims to drive the sales and make men feel more comfortable .
The essential part of this campaign is an informational packet about Zensah’s sports bras. It includes technical information, features and key questions related to the bras. The packet also offers some conversation starters, which, hopefully, will eliminate uncomfortable situations and awkwardness.
It is said, that the best approach to every problem is humor. This is way another key components of the Bros Sell Brass campaign is an entertaining and intentionally exaggerated video about the sales process. “By making the video over the top, it gives men something to laugh about and makes the idea of selling bras less intimidating”, – says Zensah’s marketing director Suzanne Kerpel.
You can watch this video by clicking here or visit the specialty store right away for the real – life experience. But don’t be surprised to get a great service. Maybe men have already got acquainted with the Bros Sell Bras package and you will leave with a perfectly fitting sports bra, picked by a man.