NEW YORK, July 3 (Reuters) - As parents lament that children grow up too quickly, lingerie companies are spotting an opportunity to market bras especially for younger girls.
Companies like Sara Lee Corp.
Indeed, some large department stores have started to train their employees that one of their responsibilities will involve bra fittings for "first timers."
"They're either so shy and embarrassed that they'd rather be anywhere but in (the intimate apparel) department, or they're so proud and enthused about being a grown-up that they choose something totally inappropriate," said Beverley Hinkson, national bra fitting specialist at JC Penney
Hinkson, who has been fitting customers with bras and training sales associates to do the same for the past eight years, said first-time customers are coming in at increasingly younger ages.
"It's usually their mother's idea to come in for a fitting," she added.
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