Numbers Confirm It: This Bra Style Is No Longer Selling
Whether it's the perfect nude shade or it checks off all the boxes when it comes to fit and comfort, a great bra is behind every great outfit. And while we've seen lingerie trends come and go, according to new stats from Edited, there's been a significant shift in bra shopping habits, and one style no longer reigns supreme.
Based on a sampling of 80 lingerie retails across the U.S., UK, and Europe, over the past three months, the sales of push-up bras have dropped by 50% compared to last year, according to Edited. Over the same timespan, padded bras—which were once the most stocked silhouette—fell by 22%. So which style is the newest top-seller? The numbers show that bralettes or triangle bras have skyrocketed by 120% in sales. Furthermore, the number of bra styles retailers keep in stock has shrunk by 16.5% over the last three months. Perhaps this is because they're upping the selection of bralettes (up by 18%) along with sports bras (up by 27%).
The study explains that "soft-form bras cost less to manufacture, resulting in a lower retail price point," which is one of the reasons retailers see a surge in the sales of bralettes. On average, the style is 26% cheaper than a push-up bra ($54.16), and sports bras are 20% less ($43.50), which is a significant price difference. Stores like Bergdorf Goodman and Marks & Spencer's have seen the shift and not only increased their bralette stock but are also pricing them competitively. "A year ago, 21% of Marks & Spencer's new bra arrivals were priced beneath $20. This year, 73% are. Bergdorf Goodman's recent new-in focuses 44% of its bra products priced below $50, whereas last year that was little more than 1%," reads the study. Chances are you've purchased a bralette over the past few months, and if the shopping trends are any indication, then we'll be seeing a lot more of this lingerie trend in your future.
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