London - Victoria’s Secret is known for its luxurious lacy lingerie.
But the underwear company has a problem – younger women are looking for comfort over glamour.
With shares in its parent firm, L Brands Inc., down 29 per cent this year, the US company has been forced to focus on more natural-looking products.
The company which once boasted a £1million diamond-encrusted fantasy bra, is now claiming in adverts that ‘no padding is sexy’.
Shelves are being stocked with more sports bras and a new collection of ‘bralettes’ – bras without underwire or padding – were also launched in April. Victoria’s Secret is adapting to a shift towards ‘athleisure’ wear that has affected the entire undergarment industry. The multi-billion pound company built its empire in the 1990s with the heavily-padded Miracle Bra, which was designed to enhance cleavage.
But now younger customers prefer simple, cheaper ‘crop top’ comfort rather than expensive lacy or cleavage-enhancing bras, according to the Wall Street Journal. Analyst for market researchers NPD, Marshal Cohen said: ‘Comfort is a dominant theme, and today’s bra consumer… is seeking both physical and personal comfort.’
An NPD report found 41 per cent of young women had worn a sports bra in the past seven days, compared with 21 per cent of older women.
Daily Mail