I'm With The Brand | This Company Is Challenging the Traditional Bra Business Model
Channel: ADWEEK
Date: 2021-10-19

Not many women think about refreshing their bra drawer, which is a consumer trend that DTC intimates brand Cuup is trying to break. “These are things that we wear every single day,” explained CMO Abby Morgan. “We should be updating them to make sure we feel supported.” 

Cuup’s mission manifests itself in the design of its logo, which resembles the body parts being supported, and the company’s tagline: “We Support You.” But Cuup doesn’t stop at just supporting breasts, distinguishing itself from the competition by focusing on form and function and providing comfortable and functional bras for women of all shapes and sizes.

While most other lingerie companies offer their products in 15 to 17 sizes, Cuup aims to offer 55 different sizes by the end of the year. It is this size inclusivity that has contributed to Cuup’s success. “Embracing your natural size and shape is actually really beautiful,” Morgan said. 

Watch this week’s episode of I’m With The Brand to hear how CUUP has taken risks on social media, the effect of Covid on intimates and staying relevant.

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