Victoria's Secret is changing its ways.
The company is heavily promoting its bralettes - bras without padding.
Advertisements for these padding-free bras are all over the company's Facebook and Instagram pages. The company is pushing a more natural aesthetic.
For years, Victoria's Secret was known for its pushup bras. The company's advertising made it seem like the ample padding could give customers the chest shape of its iconic Angels.
Now, the company is racing to meet customers' growing demand for bras with less padding.
"#AllMe," Victoria's Secret has been writing next to its Instagram posts featuring bralettes, as though to say, "no padding is necessary."
Unfortunately for Victoria's Secret, the bralette category is a lot more competitive.
"The bralette is the hot piece of intimate apparel right now, and it puts Victoria's Secret in an unfortunate position because it takes absolutely minimal design and know-how to manufacture a bralette... [so] there's a lot more competition," Gabriella Santaniello, analyst and founder of A Line Partners, told Business Insider. "You can go to Urban Outfitters, Express, American Eagle - a lot of other retailers are introducing [the] bralette."
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