SugarShape currently produces bras that are voted on by consumers as part of their co-creation model. Their customers decide the colors, forms and features of each bra. These designs are then signed off on from a technical standpoint and then voted on for production. Even the names of the bras are suggested and voted on by customers.

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Many full bust customers complain that the models lingerie companies use are unrealistic and don’t look like them. From a company standpoint, it’s difficult and expensive to shoot the same bra on five or six different customers. Sugarshape solves this by using customers as their models, which allows SugarShape to show each bra on as many as five different body types. They also offer a 360º view of each bra so the customer can see exactly what they are purchasing.

[Read the entire article at the link above.]