Soma Intimates

A few days ago, I was hurrying through the mall trying to find a Christmas party dress before all the shops closed. I passed by all the standard storefronts when I suddenly saw a bra and panty clad mannequin in a new store window. I looked up and saw a glowing sign that said “Soma.” Normally, I feel very on top of the lingerie world so I have to admit I was quite surprised to see a mall store I had never heard of before. Of course, I halted my dress search to go in and have a look! 😉

As it turns out, Soma Intimates is a US lingerie chain brought to you by the same company that runs Chico’s and White House Black Market. Soma Intimates began in 2004 with 10 stores, and has grown in the last couple years to the current 69 boutiques and 1 outlet store. Soma Intimates releases their own catalog as well as mini-edition inserts in Chico’s catalogs, and sometimes you can find Soma Intimates clearance items in Chico’s Stores. Naturally, Soma Intimates seems to cater to the same crowd as Chico’s – practical women who desire relatively modest garments in fashionable styles and at reasonable prices. The brand focuses on bras (band sizes 32-44 and cup sizes A-F), panties, and sleepwear and there are also shapewear, swimwear, and sportswear offerings rounding out the selection. I ended up leaving the store with one of Soma’s lower rise panties, a mesh python print hipster with a ruched back. I wore it the very next day – it fit well and was super comfy!

This bra offers different padding and lift depending on your cup size. As the cup size increases, the padding decreases. The bra is offered in A-DD cups. Besides the variable padding, the Biofit bra resembles most modern t-shirt bras with sleek moulded cups and minimal stitching. As of this writing, there are generic knickers you can add to your order, but no other matching pieces. The release of the Biofit bra features VS Models Karolina Kurkova and Adriana Lima.

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.

Soma Intimates – US Lingerie Chain

Victoria’s Secret unveils the Biofit Bra