Private Brand is the Modern Movement at Dillards

Little Rock, Arkansas based department store Dillards today announced introduction of a new product in its Modern Movement Private Brand the B.F.F. T-Shirt Bra, featuring “3-D Curves Wire” in stores now.

“We like to say Modern Movement is the brand that listens to women. Utilizing ‘design thinking’ to solve real issues makes us tick,” says Rhonda Eckhardt, Modern Movement Product Coordinator. The entire concept of the brand is based on comfort. Modern Movement bras are known for their many comfort features including soft cushioned hook and eye closures, contoured padded straps, 2-ply comfort wings, tag-free labels and reinforced wire channels.

The inspiration for the brand’s latest creation, The B.F.F. T-Shirt Bra with “3-D Curves Wire”, came from Dillard’s product development team’s listening to women all over the country complaining about the discomfort of underwires. “Women aren’t two-dimensional, so why should their underwires be, “says Zofia Agee, Designer for Modern Movement.

Intrigued by the principles of bra architecture and engineering, Eckhardt and Agee set out to find a wire to solve the most common complaint of women who wear underwires. Never taking “no” for an answer, the team went back and forth with manufacturers and suppliers numerous times until they found the right wire. That solution: A wire engineered with a twist to fit a woman’s curves; it flexes, relieving pressure points and reducing discomfort. “The flexibility of the wire works with your body shape. The engineered bend of the wire allows it to flex exactly how much it’s needed, where it’s needed, providing a much more comfort-friendly fit,” explains Agee.

The resulting “3-D Curves Wire” has been exclusive to Dillard’s since March of 2010, when the original “3-D Curves Wire Bra” launched. The B.F.F. T-Shirt Bra which stands for Back-Smoothing, Full-Coverage, Flawless Fit is the 2nd bra in the Modern Movement collection to feature the revolutionary wire.

We are pleased with the initial success of the “3-D Curves Wire” program and plan to have around four to six styles in our assortment in 2011. “Six is our lucky number for 2011,” says Eckhardt. “2011 marks the 6th Anniversary of our brand.”

Modern Movement was conceived six years ago when Bill Dillard-III, Vice-President, GMM of Dillard’s, challenged the product development team to push the envelope in the realm of bra design at an affordable price. “At the time, the market was inundated with very inexpensive bras. How do you compete with that? We don’t. We simply make a more innovative bra. I’m proud to say we’ve done that with the ‘3-D Curves Wire’,” says Dillard.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.