Target is taking on Victoria’s Secret with 3 new low-cost and size-inclusive lingerie and sleepwear brands.
The retailer will launch new brands Auden for intimates, Stars Above for lounge and sleepwear and Colsie, a lounge, sleepwear and intimates brand for teens, online and in stores in March. Each of the brands is size inclusive, with sizes ranging from 32AA to 46G for bras and XS to 4X for underwear, according to a company statement.
Prices will range from $4.99 to $29.99, with the Auden intimates brand keeping bras under $22.
A team of in-house design experts talked to hundreds of women of all ages, shapes and sizes, and hosted tests to develop the trio of brands exclusive to Target.
“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,” said Jill Sando, senior vice president and general merchandise manager of apparel and accessories and home.
Targets announcement comes as other lingerie and intimates players continue to add competition for Columbus-based Victoria’s Secret. Holding the largest market share, Victoria’s Secret has been slower to adjust to changing consumer shopping habits and preferences that prefer a better deal for less structured undergarments than before.
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