No back, no strap self-adhesive Abracadabra bra

Media release – March 9, 2006

No back, no strap self-adhesive Abracadabra bra to feature at Girls Day Out in Auckland

The fast growing in popularity no back, no strap, stick-on reusable Abracadabra bra will be a big feature at the biggest women’s event of the year, Girls Day Out in Auckland next week.

The special bra has been designed and marketed by Auckland businesswoman Vivian Zhong for women looking for liberation from annoying straps and hooks.

Zhong launched the Abracadabra strapless backless bra last year. It’s been a huge success for school balls.

``We wanted to satisfy the demand of wearing strapless or backless clothing for school balls, weddings, parties, or for everyday wear. Our target market is women from 16 to 45.

Abracadabra will launch silicone push up pads and silicone nipple covers which are designed for women of all ages, at the March 24-26 Girls’ Day Out, which attracts around 70,000 people.

``I had many strapless or backless clothing that I hardly ever wore. I was disappointed at the time at the lower quality backless bras that were not reusable. So seeing a gap in the market place, I developed my own adhesive bras.

``I visited many trade shows in NZ and overseas and went to many fashion boutiques to see what was hot and that was trendy. I felt there was a strong need for a reusable self-adhesive bra. I then visited textile suppliers, a number of manufacturers, I saw a local seamstress to discuss the best fabric to use and consulted with a bra specialist who lectured at Auckland University of Technology.’’

Zhong learned how to make the bra to fit, to stay on and also provide support for women. She then started to get into the design and development of the product.

There was a silicone bra in the market then but she felt that the product could be improved by using lighter materials but still looks discreet under clothing. She also subsequently designed her own silicone bra with a point of difference.

Zhong has an MBA degree from Massey University and has a passion for her new lingerie product.

In March last year, Abracadabra exhibited at the Premium Wedding expo in Auckland and last April they featured in the NZ Bride & Groom Show.

Sales of the self-adhesive bra have soared.

``My house basement is full of fabric samples and hundreds of bras with different fabrics and silicone gel. The Abracadabra bra has to look natural, reusable up to 100 times and won’t fall off. The silicone gel is imported from Europe that has met all the technical requirements,’’ she said.

``The adhesive gel was lab-tested to ensure skin friendly usage. The adhesive gel is then hand applied multiple layers to the inside of each bra to achieve the maximum wear (up to 100 washes and wears), after all this, the mould will be made and samples will be sent to various marketing and design people to test the quality.

Zhong has sold more than 10,000 light self-adhesive bras and silicone bras since June last year.

Abracadabra is sold in 35 Farmers stores and they are expanding to more stores next month. They are also sold in Bendon lingerie stores and they have scored orders from other leading department stores such as Smith & Caughey’s and most lingerie boutiques nationally.

In January, Abracadabra was the preferred supplier of backless, strapless bras, for the Farmers' annual fashion show.

``We are also planning to develop a special bra for women who have lost their breast due to cancer.

Abracadabra will exhibit at the upcoming Premier Wedding Expo in Auckland on April 23.

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