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Lingerie leader Victoria's Secret has new competition: Brands embracing body positivity

Lingerie leader Victoria's Secret has new competition: Brands embracing body positivity

Within the Victorias Secret window in the Shops at Liberty Place, a skinny model with separated lips and straight hair stares straight ahead while putting on a black bra and lace underwear. The language plastered round her image say she's putting on the "Very Sexy Push-Up" bra.

A block away at 1721 Chestnut Street in the intimates brand Aerie, models of any size show their stretchmarks. One sits inside a motorized wheel chair, while another wears an ostomy pouch to gather waste.Steampunk Corsets The language Improve your bra! and do not change you surround them.Several information mill challenging the traditional look at what's sexy within the lingerie business.

Victoria's Secret's sexually billed images set the industry's standard for many years. However upstarts are earning inroads having a bold approach centered on self-acceptance. It's fueled by ladies who believe sexy is embracing their physiques, no matter shape or size, and purchasing brazier and lingerie on their own, not always for any partner's pleasure.Brands like Pittsburgh-based Aerie, American Eagle's intimates brand, are pushing an appearance-positivity movement and selling products rooted in comfort along with a wider feeling of what's beautiful.

Victorias Secret still keeps a grip around the $9 billion industry. Its parent firm will get 62.8 percent of individuals revenues, based on a 2018 IBISWorld report. But experts stated the brand's lack of ability to adjust to social changes is departing room for competitors to flourish.These businesses, now against Victorias Secret, am getting at: 'We alllow for every complexion. We alllow for everyone type. ? - We are really considering you and also what you would like,' that we think is totally different from what's ever gone on in lingerie marketing before," stated Lisa Hayes, director from the fashion design program at Drexel College.

Obviously, brands like Aerie and Soma represent only 3.five percent and three percent of industry demand, correspondingly, based on a 2018 IBISWorld report.

A lot of women still buy brazier in shops and also at big-box retailers, stated Cora Harrington, editor from the Lingerie Addict blog. What's famous some fashion circles, like showing stretchmarks, doesn't reflect what all ladies want, Harrington stated. "Lots of women in middle America, they still wish to put on shapewear and contour brazier," she stated. "Aerie is getting a significantly bigger effect on newer brands."

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