Theoretically, there should be plenty of room for new lines and brands. American
women spent $10.8 billion on lingerie in the 12-month period between April 2006
and March 2007, according to NPD Group. That represents a 10.6% increase, with
bra sales gaining 11.6% and panties up 4.9%. But market leader Limited Brands is
MediaPost Publications – No Pantywaists: Kohl’s, Victoria’s Secret In Battle Of Undies – 05/25/2007
THE WOMEN’S LINGERIE BUSINESS ISN’T for the faint-hearted. Just as Kohl’s announces three new lingerie lines, The Limited says its Victoria’s Secret will cut back marketing spending for the remainder of the year, due to the first-quarter hammering it took in bras and panties.
That follows Target Corp.’s news that undie sales were a first-quarter disappointment, and J.C. Penney’s recent announcement that Ambrielle intimates, the chain’s biggest private label launch to date, are selling briskly.