official announcement! victoria's secret is bringing back its sportswear line, consumers: "i don't have this brand in my mind"
2024-09-22
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china business news (reporter wang yifei)recently, the well-known lingerie brand victoria's secret (hereinafter referred to as vs) announced the restart of its women's leisure sports line "vsx", and will renew and upgrade the product series.
in recent years, the sports bra market has been full of consumer vitality. top sports brands have been making steady progress; mid-tier e-commerce brands, especially those in the yoga category, have been gaining momentum; emerging brands have accumulated a good reputation and thrived in the low-price market. why are sports bras so popular? can victoria's secret open up the market by returning to the sports track?
victoria's secret relaunches women's casual sports line
according to reports, the new vsx series includes a variety of styles such as sports bras, leggings, t-shirts, and jumpsuits, including sports bras priced at $49.95, lift sports leggings at $69.95, t-shirts at $44.95 and other products. victoria's secret will use the "xdefine" performance fabric used in the leggings product "elevate leggings" as the promotional focus of the new vsx series.
victoria's secret said that the vsx series will be sold in stores around the world and on the brand's official website. a reporter from china business news saw in the victoria's secret official flagship store on taobao that currently, among the products related to "sports bras" in the store, there are only vest-style fashionable bras suitable for low-intensity sports such as yoga. customer service said that they have not received any notification about the vsx series being put on the shelves.
it is understood that the victoria's secret vsx series was released as early as 2011, but the series did not bring rich profits to victoria's secret. in 2018, victoria's secret suspended the production of this series of products. however, with the increasing awareness of women's health and gender equality, "comfort and freedom" are also reflected in the selection and consumption of underwear. therefore, the sports bra that was not recognized at that time was brought back to the table by victoria's secret.
yang dayun, an analyst in the clothing industry, told reporters that in the current market, consumers' willingness to consume underwear has changed with the wearing scene. sports space has become an important place for people's life and social interaction, and sports trends have become the mainstream of consumption. in this case, sports underwear will inevitably be popular in the underwear market. at present, the function, consumption direction and attributes of underwear have undergone essential changes, which has prompted traditional underwear companies to add product categories to attract young consumer groups to ensure the continued appeal of the brand to young consumer groups.
sports bra market has strong supply and demand
"can a girl who works out regularly resist the urge to go into a physical store of lululemon and take a look around?" consumer ms. wang told reporters that because she works out regularly, she has stockpiled a variety of sports bras at home. changing into a new set of sportswear every day will make her feel better, and exercising can release more "dopamine."
lululemon's sports bras sold this season are suitable for different exercise intensities, according to the store clerk. (photo by wang yifei, a reporter from china business news)
when it comes to sports bras, consumers may think of lululemon first. this brand, which started out as a yoga wear brand and later expanded its apparel categories to swimming, running, business commuting and other scenarios, has not only made itself a global top sports brand, but also made the yoga wear track popular. for example, maia active under anta is regarded as the "domestic lululemon", and e-commerce brands such as "runaway lolita" rely on millions of fans to expand their yoga wear business. in the stores of these brands, sports bras are the main products with rich and diverse styles.
in addition to the emerging brands that are gaining more and more momentum in the yoga field, some established sports bras are also favored by consumers. "fitness girls probably spend the most on sports equipment. if you don't check it out, you won't know. i have bought a lot of sports bras from various brands, from under armour, adidas, to any fitness store now. i have worn both expensive and cheap sports bras." on the xiaohongshu platform, a consumer's sports bra "planting grass" note was liked by many people.
"fitness girls" are keen on buying beautiful and functional sports bras. (picture from xiaohongshu)
how do consumers choose sports bras? a clerk at a lululemon store in beijing told reporters that consumers mainly choose sports bras based on the intensity of their daily exercise. light support is suitable for light training such as yoga, medium support is suitable for most scenarios, and high support is very suitable for running. the main consideration is the wrapping effect of the bra. in addition, fabric and appearance are also factors that consumers often consider.
can traditional underwear brands break through the siege?
the reporter observed that in addition to victoria's secret, many traditional lingerie brands have already entered the sports market. lingerie brands such as aimer, modal, aubade, cosmo beauty, antarctic, and yu zhaolin are all involved in related products.
according to third-party survey statistics, among the 12 hot-selling sports bras in official flagship stores such as jd.com, from the overall praise, likes, willingness to repurchase, willingness to recommend and other aspects, among traditional underwear brands, sports bra products from aubade, cosmo beauty and modal are favored by consumers, but brands with stronger sports attributes such as camel and baozou lolita are more satisfying to consumers.
"when i choose sports bras, i will definitely choose sports brands because they have a strong brand impression. i will not consider those brands that specialize in women's underwear because they don't even exist in my mind." consumer ms. zhao told reporters that the price advantage of traditional underwear brands is not obvious, and she will not choose them if the prices are similar.
are the sports bras launched by traditional underwear brands competitive? in yang dayun's opinion, consumers like the lifestyle advocated by sports brands, not just the products themselves. underwear brands do not have the "sports gene" and focus on the sports bra segment, so they are not really able to compete with sports brands. it is not realistic for underwear brands to "turn around" by using sports bras as the main source of revenue.
