Right now, Indulgence features only 4 bra and panty sets. The line is available in sizes 36C-44DDD, and free bra fittings are available at Lane Bryant and Cacique stores.

Other than the sexy spokespeople, the Biofit bra comes shortly after hearing that VS will be toning down their super sexy line. “Victoria’s Secret owner Limited Brands, Inc., announced in late February that its profits for fourth quarter 2007 were down 12 percent, and expected them to go lower. In addition, store chain CEO Sharon Turney was quoted by The Wall Street Journal as saying the franchise had ‘gotten off’ its heritage and that the clothing brand had become ‘too sexy.’ She said it would return to more sophisticated and less overtly seductive styles.” (Ed Thomas)

Has Victoria’s Secret risked becoming a mall equivalent of Frederick’s of Hollywood? FoH is a venerable U.S. institution, but for at least the last fifteen years, their catalog has focused on special occasion garments, costumes, and sexy outfits. In that same time period, Victoria’s Secret has grown to be the dominant retail lingerie purveyor in the U.S. Following the inevitable rules of business and markets, competitors have entered Victoria’s Secret market space. These new competitors have found specialized niches that Victoria’s Secret has not been able to address. Lane Bryant’s parent company, Charming Shoppes, has been spinning up their plus size line, Cacique. Cacique sells bras from 36C-48H. Victoria’s Secret has inconsistently offered products above cup size D, so Cacique can certainly capture this market. Chico’s has also built out their Soma Lingerie line. Soma caters to the same demographic as Chicos which is a sophisticated, slightly older woman. As Victoria’s Secret emphasizes youth, Soma can build on their Chicos success within the same demographic. The Gap has pushed into the basics market with their Gap Body stores which provide everyday intimates. American Eagle Outfitters has offered Aerie for younger girls to compete with Victoria’s Secret teen line Pink. Abercombie and Fitch are set to release their own intimates line to further compete with Pink and Aerie.

All of this competition is good for consumers as prices become more reasonable and more demographic sectors are covered.