All In Motion was in the midst of a big reset - updating the vendor matrix and marking down old styles in preparation for new ones. The High Support Bra assortment was a part of that reset. The task was to find a whitespace in our high support bra assortment and design into that to align with guest needs.

Our current high support bra vendor was exiting the vendor matrix and our current high support bras were declining in sales due to multiple factors. The task was to figure out what was not working in our current assortment, what was trending in the market, and what our guests needs were.

From guest reviews, market research, and product insights, we found an area of opportunity for a value high support bra and a premium high support bra. We utilized product insights throughout the development process to weartest and gut-check guest sentiment.

Product Insights wear tests proved that the two new designs were star-testing higher than our current bra assortment, meaning guests were choosing our new designs due to advantages in support, comfort, and style.