[ad_1]
While Victoria's Secret clings to what a reviewer has called "paywall" an aesthetic "white, crafted, centered on the bads and essentially focused on the clever role-playing in the bedroom," a new wave of competitors is appealing to the growing share of women's underwear buyers looking for comfort, the natural look and positivity of the body. The latest is Target, which plans to launch new lines of sleepwear and lingerie next month, according to the Wall Street Journal (paywall).
Like many of Victoria's Secret's new competitors, Target told the Journal that its marketing campaign for the three new product lines would feature a wide variety of physically and racially diverse women. More than 40% of her bras will be wireless, an increasingly popular style that contrasts with the structured push-up bras that Victoria's Secret displays at its annual fashion show.
Target plans to set the price of bras, underwear and pajamas in its new lines at $ 22 or less, such as the Amazon lingerie line price, Mae, launched in 2017. As Target Launches Auden (lingerie), Colsie (loungewear), and Stars Above (nightwear), it will end its current range of underwear and nightwear, Gilligan & O & # 39; Malley. According to the newspaper, the three new brands are expected to bring in $ 1 billion a year from now.
Over the past decade, Victoria's Secret has had to face a new competition not only from new established store ranges such as Amazon, American Eagle, whose sub-brand, Aeire, offers pennies. -clothing, casual wear and affordable sportswear for young women. positive bodies such as ThirdLove and Chromat. Meanwhile, the parent company of the dominant lingerie brand has seen its sales decline, cut prices, replace the CEO of Victoria's Secret and start closing stores.
Victoria's Secret is clearly in trouble. It also remains the dominant feminine underwear brand, holding close to a third of the market, and is fighting: the brand plans to revive its swimwear line dormant this year and adds new styles "sports". .
Source link
