The Lingerie Post

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Lane Bryant

FOX and ABC Refuse to Show Plus-Size Lingerie Ad

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Watch TV for more than just a couple hours and you’re bound to see a lingerie commercial. It’s not surprising to see thin super models gyrating around in their skivvies, and the networks have never seemed to have a problem showing the ads or showing lingerie-clad actors in their shows (Desperate Housewives, anyone?). But recently two US networks, FOX and ABC, have refused to run a steamy Lane Bryant ad for Cacique lingerie. The commercial in question:

The Lane Bryant blog claims that ABC refused to give the commercial airtime during Dancing with the Stars, while FOX “demanded excessive re-edits and rebuffed it three times before relenting to air it during the final 10 minutes of American Idol, but only after we threatened to pull the ad buy.”

Lane Bryant goes on to say:

“We knew the ads were sexy, but they are not salacious. Our new commercials represent the sensuality of the curvy woman who has more to show the world than the typical waif-like lingerie model. What we didn’t know was that the networks, which regularly run Victoria’s Secret and Playtex advertising on the very shows from which we’re restricted, would object to a different view of beauty. If Victoria’s Secret and Playtex can run ads at any time during the 9pm to 10pm hour, why is Lane Bryant restricted only to the final 10 minutes?

While it’s no secret that Victoria’s Secret “The Nakeds” ads are prancing around on major networks leaving little to the imagination, steaming up t.v. screens and baring nearly everything but their souls, our sultry siren who shows sophisticated sass is somehow deemed inappropriate. The network exclaimed, she has “too much cleavage” Gasp!

Does that make sense to you? It doesn’t to us either.

Does this smack of a double standard? Yep. It does to us, too.”

What do you think of the ad? Would you like to see it on TV?

Lane Bryant Introduces the Indulgence Collection

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US plus-sized apparel chain, Lane Bryant, has just introduced a new addition to Cacique (their lingerie collection). This new line is called the Indulgence Collection, and features embellished bras and panties that are being billed as a bit sexier than normal Cacique fare. While Lane Bryant/Cacique mostly offers everyday underpinnings, their older collections do have some sexy bras in them. The difference with the new Indulgence Collection is that bras are based on Cacique’s best-selling bra frames to deliver sexy, yet practical, bras. Indulgence will only be offered in Lane Bryant’s “Double Platinum” stores or on the website.

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.

Victoria’s Secret unveils the Biofit Bra

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VS Biofit Adriana LimaThis 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 downVictorias Secret Biofit Bra Navy Blue 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.