Target just launched a few in-house brands that are bound to make some waves in the lingerie business, and some women extremely happy. Auden, Stars Above, and Colsie are the new bra, sleepwear, and lingerie brands at Target.
Moreover, Target says 80% of women in the United States wear the wrong bra size, so they are offering an online “Find Your Fit” tool, based on intense testing their team made with hundreds of women. Jill Sando, senior vice president and general merchandise manager said in a press release: “Within intimates and sleepwear, we know our guests want to look and feel their very best, and we see potential for Target to offer both current and new guests so much more.”
Auden prices run at about $22 and less, and its bras come in sizes 32AA to 46G. Stars Above is a lounge and pajama brand that offers from two-piece sets to button-downs, and floral robes, starting as low as $12.99. While Colsie is a brand for activewear that includes sports bras, leggings, sweatpants, and more, going from an XS up to 3X.
It is said that Target is trying to win over the Victoria’s Secret customers tired of push-up bras and sexy supermodels by featuring women of different shapes and sizes. Joining other lingerie companies like ThirdLove or Lively, as well as Aerie from American Eagle Outfitters (AEO) that are selling better-fitting bras and using inclusive advertising.
Victoria’s Secret has dominated the lingerie business for years with its flashy fashion shows, celebrity models, and sexy push-up bras, but has fallen out of the graces of many women in the last few years since traditional retailers and online upstarts have been paying attention to what consumers really want.
Companies like Target and Aerie started realizing that consumers want to see natural-looking women and unairbrushed photos. Janine Stichter, analyst at Jeffries says: “Aerie hit it right at a time when people were tiring of what Victoria’s Secret and PINK were portraying as overtly sexy and really unattainable beauty standards.”