Berlei
is the number one Intimate Apparel supplier to every major retailer in
Australia. It is committed to world’s best practice and continues to make
significant investments in research and development. Right
from the beginning of the company under Fred Burley, Berlei has been ahead
of its time in recognising and using the talents of its female employees.
Even in the 1920s and ’30s, in the days when women were generally excluded
from senior managerial roles, Berlei had women on its management team. Berlei
has also made major contributions to women’s health by funding important
and often ground-breaking research. In 1926, Fred Burley, in association
with the University of Sydney, conducted the very first (and still the
most thorough) demographic and statistical study of 23 measurements on
more than 6000 women. From these anthropological figures, Berlei developed
a standardised range of clothing sizes called the Figure Type Indicator.
This has been identified as the first step towards producing clothing
to fit women as they were really shaped, rather than forcing them to assume
the fashionable ideal. This study is still used as the prime source of
data in Australia, and forms the baseline of much subsequent research. Recently,
Berlei has funded quite specific research including a study of breast
movement during exercise and its health effects. Conducted by the Biomechanics
department of the Australian Institute of Sport under Dr Bruce Mason,
the study established that women should wear a sports bra while exercising,
not only to reduce discomfort but also to prevent possible injury to breast
tissue. “Breast pain is common during exercise, occurring in up to 56%
of women,” says Dr Mason “and is probably a significant disincentive to
exercising. A specially designed sports bra such as the Berlei Ultra Sport
provides support superior to that of crop tops and fashion bras by providing
upward, downward and lateral support to the breast.”
Fred Burley
launched his firm in 1910 as Unique Corsets Limited, from a small shop
in Market Street, Sydney. His avowed objective was “to design, manufacture
and sell corsets and brassieres of such perfect fit, quality and workmanship
as will bring pleasure and profit to all concerned, while at the same
time rendering such excellent service to our clients and their customers
as will merit their permanent patronage.” It is very hard to argue with
that statement even now! The business was renamed Berlei Ltd in 1919 and
continued to flourish and innovate. Major research began in the 1920’s
and artistic public demonstrations in the leading theatres of Australia
made sales promotion history. In the 30’s Fred Burley even commissioned
a special train to take education about corsetry to the people of Australia. In 1969,
Dunlop Australia Ltd acquired all the issued capital of Berlei and the
Australian and New Zealand assets were sold to the Hestia Company Ltd.
The resulting entity, in which Dunlop had a 75% holding, was named Berlei
Hestia Ltd. In 1983, Dunlop Olympic acquired total ownership and in 1986
the business became known as Berlei, a Division of Pacific Dunlop Ltd.
Berlei
today continues its commitment to the designing, manufacturing and promotion
of Intimate Apparel which suits all women, whatever their shape and size.
Berlei has a wide range of products, across all market segments, including
fashion, sport, full figure, shaper briefs, maternity and other specialty
categories. All items
within the range reflect Berlei’s brand personality. Fashionability and
innovation are at the heart of all Berlei product development, reflecting
the latest in intimate apparel looks, at the same time offering great
comfort, fit and support. Many of its ranges have a unique selling proposition
(USP), such as padded shoulder straps, a unique lace, or a soft touch/
feel good fabric. Items in the Berlei fashion range include: Underwire
bras, soft cup bras, bikini briefs, thongs, camisoles, full briefs, demibras,
push-up bras, minimiser bras etc.
Berlei
addressed this with the “Touched by Berlei” range, which combines these
key trends in a collection of soft and comfortable garment. The minimalist
styling combined with Microfibre makes the bras not only great for everyday
wear, but additionally gives them a strong fashion appeal. Consumer research
has shown that the sueded Microfibre fascinates buyers, and its softness
and “feel/good” properties were seen as key benefits. The range of seamless
bras was seen as offering something for everyone and the moulded cups
were perfect for comfort and discretion. Furthermore,
Berlei’s T-shirt bra and its latest addition, the Booster T-Shirt Bra,
have captured consumer imagination by providing a perfect shape under
today’s very ‘fitted’ fashion look. Other
core competencies includes the Sports bra range which boast performance
fabrics that ‘wick’ moisture away from the skin, mesh insertion for better
air cooling, padded straps and powerful fabrics which offer maximum support.
Maternity is another key segment to Berlei, which offers feminine bras
that feature soft laces and soft touch fabrics, seaming away from the
nipple and easy to use openings for feeding. Berlei’s fuller figure fashion
range is also a great success including bras such as the all lace ‘Venus’
booster bra which is sized up to 22DD. Berlei
products are marketed in many ways, employing both above the line and
below the line approaches to promotion. Above the line advertising includes
national television campaigns which are aired during specifically targeted
programs that are relevant to the target consumer (eg Friends and Ally
McBeal). Advertising also includes upmarket women’s magazines that are
highly fashion orientated such as Marie Claire, Cleo, Elle, Cosmopolitan
and Harpers Bazaar. Campaigns employ special positioning, like inside
covers and a variety of gatefolds for extra impact. Another popular medium
has been bus side and billboard advertising, which Berlei has pioneered
in the Intimate Apparel category since the late ’80s. Below
the line promotion that continues the communication of the Berlei ideal
of beautiful, feminine and fashionable includes swing tags, in-store posters,
consumer brochures and gift with purchase (GWP) offers.
Berlei
is dedicated to questing for continual improvement through creativity
and innovation, fostering an environment focused on action and results
where customers come first and their needs are anticipated and then fulfilled
beyond their expectations. The aim is to see Berlei recognised internationally
as the most dynamic marketer of innovative intimate apparel of the finest
quality. Berlei
is the official supplier to Australia’s leading athletes at the Australian
Institute of sport and to the 2000 Australian Olympic Team. Berlei
has been involved with the Australian Olympic Committee since 1988,
providing sports bras to our Australian Olympic Athletes.
BERLEI
.
Australian
Institute of Sport studies demonstrate that a 12B (average) bust will
bounce more than eight centimetres while running bare breasted. The
Berlei Ultra Sport bra reduces this by 55%. Breasts do not contain any
muscle, and rely instead on small amounts of Cooper’s ligaments and
the skin to provide support. Lack of proper breast support may lead
to tearing of the ligaments and no amount of exercise can restore the
original breast shape.