Victoria’s Secret has failed to wow women with its new cleavage-enhancing sports bra line.
The company is struggling to get rid of extra inventory following the line’s launch last October, according to Bloomberg.
Billed as the “world’s best sports bras,” the line includes push-up and padded varieties that allow women to show some cleavage at the gym.
Here’s a few reasons why the line might not be resonating with women.
1. Victoria’s Secret isn’t a performance brand. A survey by Hedgeye Risk Management found that nearly 70% of women consider Victoria’s Secret and its “Pink” brand to be “everyday wear,” as opposed to athletic wear.
“No surprise that Victoria’s Secret has a tough time executing on activewear that is actually intended for activity,” says Hedgeye retail analyst Brian McGough. “Vicky should focus on the fashion aspect of this trend and leave the performance aspect to those who do it best.”
2. Women might not find a padded bra useful while working out, and some might even be offended by the concept.
“Why must everything we do be sexualized?” writer Almie Rose asked in a recent blog post regarding cleavage-enhancing sports bras. “Isn’t the gym the one place left where we can just be ourselves?”
Not according to Victoria’s Secret Chief Executive Officer Sharen Jester. “It’s a fashion club now,” Jester said of gyms when the Victoria’s Secret sports bra line was launched last year. “The days of wearing our old workout shorts and ratty T-shirts are over.”
3. The price point — between $US29 and $US54 — is in line with more premium and established performance brands, such as Under Armour, Nike and Lululemon. Victoria’s Secret should have priced its bras lower to get consumers’ attention.
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