For years, Victoria’s Secret sold us on sex appeal and fantasy, but that’s not working so well anymore. The brand stopped selling bathing suits after poor sales and its famed fashion show saw dismal ratings last year.
Nowadays a growing number of women would rather throw on yoga pants than squeeze into the push-up bras that put VS on the map. (Athleisure FTW!) Though the company still sells more lingerie than any of its competitors, it knows that (at least for the time being) customers want something more comfortable. Which is why the brand launched its first-ever bralettes—a casual version of a bra without underwire—this spring, ran an ad campaign with the tagline “no padding is sexy,” and has continued to emphasize its activewear line.
(h/t The Wall Street Journal)