Ali Cudby teaches a proven method to transform the customer culture for retail companies and other businesses that sell primarily to women. She’s also a bestselling author and has been featured on TV and in print and online publications.
Most women put shopping for bras and root canal surgery right at the top of their “least fun things to do” list. For a long time, I felt the same way. Then in 2004 I had an experience that changed my mind – and my career.
Before 2004, when I went bra shopping it felt like an act of masochism. The largest bra I could find at our local department store was a DD, and it didn’t come close to fitting. When I did find a bra that sorta, kinda worked, it always somehow resembled a flak jacket. I was sure the saleslady felt sorry for me. As a teenager, all I wanted was lacy lingerie in pretty colors, but there was nothing available in my size.
I felt humiliated by those shopping experiences, as if each bra that didn’t fit was communicating a larger message: that I didn’t fit. I excelled in lots of areas, but failing to feel good about my body compromised my self-esteem and undermined my confidence. As I transitioned through my twenties, I figured out other ways to feel good about myself. I focused on my career and friends and eventually came to embrace my curves.
I began dating a charming Englishman who, before long, insisted it was time to meet his family on the other side of the pond. On a whirlwind weekend in England, we were walking through lovely, historic Cambridge with my boyfriend’s family when I spied the marquee of my dreams: Bravissimo—For Big-Boobed Girls. It was like a beacon of light entering my body, drawing me in. I veered closer to look at the window, and couldn’t help myself. Without thinking, I went inside, leaving my boyfriend’s family standing on the sidewalk.
The store was filled with bras that were pretty, lacy, feminine—and all in large cup sizes. I received a professional fitting and discovered I was a size I never knew existed. Even better, the lovely fitter brought me a dozen gorgeous bras to try on. With each new garment, I felt more and more whole. All of a sudden, I noticed myself standing straighter. “My girls were lifted for the first time ever, in a bra that actually fit, was nice to touch and pretty!”
That fitting changed my life.
“We were walking through lovely, historic Cambridge with my boyfriend’s family when I spied the marquee of my dreams: Bravissimo—For Big-Boobed Girls. It was like a beacon of light entering my body, drawing me in.”
On that day, I knew I would never wear uncomfortable, ill-fitting bras again. I got home and began talking to my friends, only to realize that whether they had grapes or melons, almost none of them had bras that fit. In fact, most of them said, “I know my bra doesn’t fit!” When I heard them, I was floored. For all those years, I had suffered in silence, thinking I was the lone oddball. How could so many smart, successful women have ill-fitting bras? Then it struck me — as women, we never really learn how a bra should fit.
That stroke of inspiration became the basis of my company, Fab Foundations. I created a methodology for helping women find bras that fit which became a book, Busted! The Fab Foundations Guide to Bras That Fit, Flatter and Feel Fantastic (no longer in print). Busted! was a bestseller and stayed on the bestseller list for a year! Next, I developed a curriculum for training – and certifying – lingerie retailers in the art and science of bra fitting. My methodology has been used by lingerie pros on six continents around the world … just Antarctica to go!
But a funny thing happened as I was working with all those amazing retailers. As much as they got great at providing fittings, their businesses didn’t always grow. I realized that fit excellence was not the ultimate foundation for creating the best possible business.
I went back to the drawing board.
Pulling from my corporate background as a Marketing Executive at companies like The New York Times Company and Animal Planet TV Network, I investigated. A pattern emerged – if women didn’t FEEL good about their fitting experience, they wouldn’t become loyal customers. Period.
I shifted gears and started focusing on helping small business owners develop a foundation for customer relationships that transcended bra fittings. All of a sudden, the one-two punch of fitting/customer relationship started getting results. Clients were growing their businesses by 20%…35%…500%! Even my traditional, bricks-and-mortar retail clients were seeing incredible growth. I was so excited!
On top of that, clients were reporting that their employee engagement was improving, turnover was dropping, and (here’s one I didn’t see coming) a number of clients shared that their marriages were better than ever!
Simply focusing on the customer experience was the key to building the businesses they dreamed of owning.
It’s like the theme song for that 80s TV show, Cheers: You want to go where everybody knows your name. When businesses create that, they get customers for life.
In today’s disconnected world, having a place where you feel truly appreciated as a customer is rare and special. When businesses form that bond, they become Iconic in the eyes of customers. This fundamental truth goes far beyond lingerie. Today I love having the opportunity to work with clients in a growing mash-up of industries.
I used to think my AHA moment was when I turned around and saw my reflection in the fitting room mirror at Bravissimo. Now I know differently. When I got that amazing bra fitting, my relationship with my body changed. The day I made the pivot to customer experience, my mission in the world shifted forever.
Every day I wake up (of course, I put on amazing lingerie) and feel ready to make the world a better place – one Iconic customer interaction at a time.
Ali Cudby teaches a proven method to transform the customer culture for retail companies and other businesses that sell primarily to women. With Ali, businesses lay a strong foundation for building the deep relationships customers crave as the antidote to isolation in the modern economy.
The result? Customers are inspired to buy more often and refer like crazy, while businesses thrive and change customers’ lives.
Ali is a bestselling author and has been featured in TV, print and online for publications such as Cosmopolitan and Essence Magazine, among others. She holds an MBA from Wharton Business School and spends her spare time in her pottery studio.
Find Ali at www.YourIconicBrand.com