Target Corp. takes a big step forward in the high-margin lingerie and nightwear market by launching three proprietary brands that specifically avoid, in its marketing, airbrush, emaciated and buxom models that have long defined the segment.

In creating his new line of bras, panties, sleepwear and relaxation, the retailer said Monday that he wanted to "talk to all the women in the market and not just to a range of sizes or to a particular aesthetic range ".

Target's three new brands, Auden, Colsie and Stars Above, will replace its Gilligan & O'Malley line, which did not offer as many choices for plus size women.

In the United States, the lingerie market is an unimportant but lucrative segment of the women's retail trade. It accounts for 4% of total sales, but worth $ 12 billion, according to Edited, a retail research firm.

Target's game of creating great in-store displays is aimed directly at Victoria's Secret, a market pillar, whose fortunes have been weakened in part because consumer tastes have moved away from supporters. push-up throat that made him famous.

All Target bras will be priced below $ 22.

Lingerie sales have been growing for four years.

American Eagle's Aerie, which sells lingerie aimed at teens and youth of the Millennium Generation, is set to become a billion dollar brand over the next few years, with an assortment of More trendy articles and an attractive social media strategy for ordinary women. . Online-only retailers such as Third Love and Mae, the private label of Amazon.com, have focused on comfort, ease of purchase and the strength of online communities.

The full range of Target's three brands will be available in stores and online from Sunday.

The Auden lingerie brand is aimed at women ages 16 to 54 with bra sizes ranging from 32AA to 46G, focused on comfort. The line will have 200 bras in more than 40 styles.

The Colsie line, marketed under the name "trendy and elegant loungewear", is aimed at young people and adults. Stars Above nightwear is for those who want "comfortable and comfortable," according to the retailer.

The movement to show women of different types of bodies, races and cultures has grown since Dove launched its "Real Beauty" campaign in 2004.

Younger clients are pushing positive body movement, Edited researchers said, as they "demand greater inclusivity and diversity and re-evaluation of traditionally sexualized images of the sector".

Target calls its "No Body Like You" marketing campaign and says it will only show "unretouched" images of women.

In preparing for this launch, Target has been host to fit trials and has spoken to hundreds of women of all ages, shapes and sizes, said a spokeswoman.

The brands relied on Target's in-house team of technicians, engineers, trim specialists and fabrics, who created the prints and designs for the lingerie.