Your stripe bar message here.

Hide
Show
Categories: Fashion, Uncategorized

Photographer: Karwai Tang/WireImage Victoria’s Secret Is Bucking the Bra Trend The legacy lingerie house is done with the bralette craze, pledging instead a return to its bawdier, push-up roots. By @KimBhasin More stories by Kim Bhasin
For Victoria’s Secret, sex sells. That may seem obvious, but the multibillion-dollar lingerie industry has been headed in a different direction of late. Now, as the mother of all underwear labels tries to figure out how best to keep women coming back to its lace-filled stores, it’s doubling down on the sexy bras that made it big in the first place.
Chief Executive Officer Jan Singer, the former Spanx head who moved to Victoria’s Secret last year, outlined her plan to reinvigorate the brand for parent L Brands Inc.

She faces increased competition as more clothing retailers dive into the lingerie business: Stores from hipster staple Urban Outfitters to fast-fashion powerhouse Forever 21 are trying to cash in on a craze for airy, less-fortified bras called “bralettes.” Earlier this month, shares of L Brands fell to a six-year low on weak profit forecasts and its report that same-store sales for Victoria’s Secret dropped 14 percent in the latest quarter.
Singer announced the brand will get back to its roots.

We are “in the business of fashion and sexy,” the CEO said on a conference call. She wants to know what her customers expect from products that “speak sexy” to them and “solve her sexy.

” She wants to provide “choices of sexy for her.” In sports bras, she’s trying to show women that “sexy is strong.


That’s a lot of sex, but what does it mean? Push-up bras, the signature style of Victoria’s Secret, have been long touted for their cleavage-inducing superpowers, harking back to the busty bombshell image the brand flaunted for decades. Indeed, the label has a push-up bra collection (and a perfume scent) dubbed “Bombshell.


A 40-year-old brand that once revolutionized how women buy lingerie, Victoria’s Secret removed much of the taboo around unmentionables by upending the old lingerie boutique model, one where fitters sized up customers and matched them with typically white, black, or beige bras. Modesty ruled, and Victoria’s Secret was anything but modest, positioning itself as a fashion brand by bringing aboard supermodels and selling bold styles.

Victoria’s Secret entered the cycle quite late, and its own customers didn’t want airier designs
The push-up bra was central to the glory days of Victoria’s Secret. But the brand strayed when earlier this year it joined the pack and pivoted to pitching bralettes, a lightweight and more comfortable version of structured bras. Victoria’s Secret proclaimed bralettes were sexy, too, calling them “sexy little things.” But it didn’t take, and now bralettes will make up less than 5 percent of the brand’s bra assortment.
“I think anybody can make a bralette, and that was a moment that will come and go and it will come again,” said Singer.

“But for us, we make constructed bras best. And when we do, even in our bralette business, bralettes that have more construction in them, we get paid for that work.” Inside an Aerie for American Eagle Outfitters Inc.

store in San Francisco. Photographer: Bloomberg
It’s a curious move, in part because push-up bras haven’t had a great run of late. Aerie, American Eagle’s lingerie chain, announced Wednesday that it saw softness in bra sales due to the lackluster push-up category. The Aerie brand president, Jennifer Foyle, conceded however that bralettes have saturated the market.

Cora Harrington, who runs the Lingerie Addict website, said the bralette trend has matured—those attracted to that style have already switched. Victoria’s Secret entered the cycle quite late, and its customers didn’t seem to want the airier designs from the brand. People go to Victoria’s Secret for the sexy push-up, she said.
“Customers have already found their favorite bralette brand,” said Harrington. “They’re not just going to change it again.”
As Harrington sees it, Victoria’s Secret’s core issue isn’t the style of bras it sells. Rather, the sexy image it cultivated for so long has grown stale because of the brand’s unwillingness to broaden how it defines beauty, she said.

Aerie, for instance, seeks to challenge beauty standards by casting a range of body types in its campaigns. Victoria’s Secret continues to latch on to the airbrushed supermodel look. By de-emphasizing bralettes, the company is arguably stepping further back in time.
As Victoria’s Secret rejiggers its strategy, another tradition will endure. In New York City this week, hundreds of models (including Izabel Goulart and Hailey Baldwin) flocked to the casting call for its annual fashion show, eager to try out for the lingerie label’s sex-infused runway walk, which airs in November. As always, it’s sure to be chock full of angel wings, lace, and bare skin. Before it’s here, it’s on the Bloomberg Terminal.

.

Spread the Word, like or share this page, your friends will also love it and thanks for it.

Tags:
Posted on Aug 24, 2017

Leave a Comment

Your email address will not be published. Required fields are marked by *.

You must be logged in to post a comment.

siteseal

RSS Webhose

  • I Challenged A 17-Year-Old To A Fashion Face-Off November 19, 2017
    I Challenged A 17-Year-Old To A Fashion Face-Off Sometimes you have to see yourself a whole different way. Posted on Boldly / Via youtube.com Advertisement Enter 17-year-old Avalon, who describes her look as, like, your momma, but cool. Think practical but pragmatic. Share She and Jazzmyne were hypothetically going to a concert that night and […]
  • Chef’s Table – Jakarta Culinary Feastival 2017 Bersama Chef Ryan Clift dan Chef Daniele Taddeo – Jakarta Video November 19, 2017
    Dsign – How To & DIY – http://bit.ly/1ruSb2J iLook – http://bit.ly/1Czz8Jy iLook – How To and DIY – http://bit.ly/1xtoLqD Weekend List – http://bit.ly/ZjMtaP Weekend List – Resto and Cafe – http://bit.ly/1BtVgm5 Net Lifestyle memberikan tayangan program Magazine seperti iLook, Dsign, Weekend List dan Chefs Table. Program yang membahas berbagai informasi dan tips terkini seputar dunia […]
    Big City Informer
  • Milwaukee vs Makita | News and Entertainment Website November 19, 2017
    Business Listing 0 ABOUT US FSBUQ is your news, entertainment, music fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry. Contact us:
  • Tommy Hilfiger's $50 Million Dollar NYC Penthouse November 19, 2017
    Go inside billionaire Tommy Hilfiger’s $50 million palatial penthouse high atop New York City’s iconic Plaza Hotel – with a VIP tour from the fashion mogul himself. All New Secret Lives of the Super Rich Thursdays 10P ET/PT .... show all

RSS Google+

  • 18.11.2017 16:56
    At Blizzcon earlier this month, the studio behind Overwatch announced a new playable character for the hero shooter: Moira, a healer with evasive and da...
  • 18.11.2017 16:44
    Since 2010, Verizon's wireless arm has had an arrangement for streaming NFL games to phones (and, after they became a thing, also tablets), but Blo...
  • 17.11.2017 16:36
    Slowly, the UK government is realising its dream of making the nation a self-driving research hub. UK Autodrive, a publicly funded consortium that inclu...
  • 16.11.2017 01:50
    Home and Garden
  • 16.11.2017 01:00
    Home and Garden
  • 16.11.2017 00:37
    Home and Garden
  • 16.11.2017 00:01
    Home and Garden
  • 15.11.2017 16:42
    BioWare's Anthem isn't the only awe-inspiring action title on Electronic Arts' slate. According to EA CFO Blake Jorgensen, the company&#0...
  • 15.11.2017 16:36
    Bloomberg is launching its 24-hour rolling news network, based on Twitter, on December 18th. The project -- originally announced in May -- has got subst...
  • Enyo Pointed Heeled Mules
    Enyo Pointed Heeled Mules gplus-751019467.jpg

RSS AbodeToday

  • Ben Heck’s Xbox One X teardown November 19, 2017
    There’s no greater feeling than tearing into the latest and greatest games console, cracking open the case, breaking the warranty and staring at its spinning, sparkly, electronic innards. This week, Ben takes apart the Xbox One X, comparing it to… Gadget
  • Genius Disguises for Textured Popcorn Ceilings November 19, 2017
    We don’t give ceilings enough credit for the effect they have on a room. Whether they draw the eye upward with bold paint, or add detailed definition with molding, ceilings help set the mood for your home. Even if you have a beautifully decorated room, a popcorn ceiling instantly casts a dated vibe over your […]
  • Rent Kelly Osbourne’s West Hollywood Condo for $19.5K a Month November 19, 2017
    Reality TV star Kelly Osbourne, daughter of metal icon Ozzy Osbourne and talk show host Sharon Osbourne, is renting out her luxe condo in West Hollywood, California’s famed Sierra Towers building. This isn’t your mama’s Airbnb rental; Osbourne’s unit in this trendy tower means neighbors that include the likes of Courteney Cox and Sandra Bullock, […]
  • Style Tips To Make You Look Better November 19, 2017
    Fashion is not an exact science. You never have to do what anyone tells you when it comes to how you dress. Take advice from this and other articles, but only implement the suggestions that work for you. This article has a lot of tips you can choose from. Wearing white and black is classic […]
  • One of Tesla’s first Semi truck buyers is a Canadian grocery chain November 19, 2017
    Tesla only just unveiled its Semi electric truck, but it’s already lining up honest-to-goodness customers — and we don’t just mean for testing, either. Canadian grocery chain Loblaws has pre-ordered 25 of the giant EVs to haul food to its stores acr… Gadget
  • UK budget will clear the way for self-driving cars November 19, 2017
    The UK doesn’t want to sit by the wayside while the US, Japan and other countries streamline the adoption of self-driving cars. The country’s finance ministry has revealed that its upcoming budget (due on November 22nd) will include measures intende… Gadget
  • Find Out What Works Best In Gardening November 19, 2017
    Many consider horticulture to be a relaxing and stress relieving hobby. A lot of gardeners ask questions like what kind of equipment they should buy, what kind of soil should they purchase, or when they should plant seeds. This article can help those interested in doing gardening. To prevent your plants from getting shocked by […]
  • Ultra Sun/Moon: Don’t Miss Any Pokemon on Akala Island November 19, 2017
    Learn what you’re up against facing the Akala Island Trials, get the answers to the Pikachu Valley Quiz, and definitely don’t miss any Pokemon with our walkthrough. Ign
  • How to Find Zelda Items in Skyrim WITHOUT Amiibo November 19, 2017
    There’s a secret way to get the Master Sword, Hylian Shield, and Champion’s Tunic in the Switch version of Skyrim, and you don’t need amiibo! Ign
  • Punisher’s Ending Explained: Who is Season 2’s Villain? November 19, 2017
    Warning: this article contains spoilers for the ending of The Punisher: Season 1! If you’ve made it to the end of The Punisher: Season 1, you probably have a good idea of which character will serve as the main villain of Season 2. The show wraps up with a badly disfigured Billy Russo clinging to […]

Top