Lingerie Makers Take On Victoria’s Secret

There seems to be two paths forward in the niche world of lingerie marketing — that is, if you’re not the ailing segment leader Victoria’s Secret. One is to embrace everyone, touting looks for all body types and all occasions, implicitly communicating that you’re not Victoria’s Secret, which has been accused of pushing too-narrow a vision of the female form that plays readily into male fantasies. The other is to outright attack Victoria’s Secret. The attacks — screaming on social media and through ads in major newspapers — are good for making noise and drumming up interest, but they might not be enough. Most brands are avoiding such hand-to-hand market share combat and are opting to pitch their inclusivity to consumers. Intimates brands such as Journelle, Commando and Adore Me all point to their full range of offerings, from sexy to practical. Joining the fray is specialty retailer Chico’s FAS Inc., which this week is launching a lingerie brand online called TellTale. TellTale  Courtesy Kimberly Grabel, general manager, or the “ringleader,” of TellTale, said the brand is rooted in the idea that women’s bodies and their stories are continually changing.  “As women, we have so many sides to our personality,” Grabel told WWD. “Typically, when you’re starting

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from WWDWWD http://bit.ly/2L5kfgK