- The Washington Times - Friday, August 19, 2016

Lingerie retailer Victoria’s Secret hopes to perk up sales with fashionable but budget-friendly intimates called bralettes, the Wall Street Journal reported in Friday’s paper.

While L Brand Inc. chief financial officer Stuart Burgdoerfer told reporters on Thursday’s conference call that he was “very optimistic about the fall season with respect to bras,” the company’s new embrace of the cheaper bralette, fast becoming a fashion choice of millennials, is a sign that the upscale-lingerie market is changing.

Indeed, as the Journal displayed in a graph accompanying the article, Google searches by lingerie customers for “sexy bra” are flat, while those for “bralette” have been ballooning since late 2015.

Bralettes typically have minimal padding and no underwire and hence aren’t worn to accentuate cleavage, a look seemingly essential to the brand’s iconic fashion shows and television commercials.

But, “Victoria’s Secret is prepared to alter its image to appeal to changing consumer trends,” the Journal explained.



“The same way we focus on speed within our merchandise assortment, we can take the same approach with respect to marketing,” said L Brand Inc. head of investor relations Amie Preston, the Journal reported.

 

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