CloudSoft
What does wearing marshmallows feel like?
Product Innovation Strategy . IntimateWear Design . 2021
Design Challenge
'What might be the NEXT-GEN revolution in bras that is synonymous with extreme comfort?
This thought provoked us to innovate T-shirt Bras that are ‘ooohh-so-soft' to touch and wear. At amanté, we innovated range of ultra comfortable T-shirt Bras with perfect fit, comfort, and support and ultra softness on the body.
Brand
Project Scope
User & Market Research
Concept Ideation
Range Development
User & Product Testing
Product-Price-Market Fit
Go-To-Market Strategy
Cross-Functional Collaboration
Product Management
My Role
Product Manager, New Range Development
Team of 10+
Product: Kavita Mishra, Joyita Sarkar
Designers: Ruwangi W, Kithmini L
PD & Technicals: Muditha S, Lakshmi W
Others: Marketing+Supply Chain+Sales
Project Duration
~2 Years
May 2019 - April 2021
Only officially released brand materials are published here; more details available upon request.
We dissected and evaluated each component of a traditional T-shirt bra for the parts that compromise comfort and wearability for women. This became our starting point to innovate a product that was as plush, supportive and soft as possible.
We invested months of design and technical research + multiple iterations to land right fabric, materials, technology and fit that
met user-needs and were also commercially viable.
The ahaa! moment
The project started with padded bras. However, through our design & research process we uncovered an unmet user need - women who wear non-padded bras also needed a sumptuously soft and supportive bra.
This insight led us to introduce a non-padded support bra, thus ensuring that the range was inclusive of varied bodily needs.
