Fashion Wire Daily NY May 12, 2003 - As the line between lingerie's comfort and sexiness is becoming farther and farther apart, the price for bras and panties become more expensive the less you wear. But for those who still want their assets covered without feeling like they raided Grannie's drawer, Lovable intimates are the perfect solution to the their needs.
While the average Victoria's Secret item starts at $20 for a cotton bra and costs a whopping $68 for a pearl thong, nothing in the Lovable collection is priced above $10. In fact, bras start at $8.99 and panties are a mere $3.99, a strategy that marketing manager Heather Craig hopes will bring "different consumers into the brand."
"We realized there was a void in the market and a void in the company, and we wanted to create a brand-specific product targeted into fashion but with low price points," Craig said. Consequently the bras' sleek microfiber or shiny satin comes in an array of hip colors, sassy prints and daring cuts that are new to the sensible, Sara Lee-owned company.
"Lovable appeals to the creative fashionista in each of us, and our new collection offers an exciting way to keep up with the latest trends in fashion while remaining true to a personal style," Craig noted, showing a light blue, heart-embossed bra that is both feminine and flirty at the same time, and priced at $9.99.
The Lovable brand originated from the company that is most noted for their frozen pound cakes. After Sara Lee Intimates was started in the mid-'20s, the company bought another famous undergarment apparel brand -- the Hanes company -- in the '70s, and launched Lovable intimates in 2000. But in addition to manufacturing female-only items, Lovable sets itself apart by being inspired by the specialty store-details that make the line unique from the mass market drive of Hanes.
Craig points out such details as the double strap, the red hook-and-eye closures and the lasered-on Lovable logo that she hopes will attract 18- to 24-year-olds to buy their lingerie at Wal-Mart and Kmart. But even while basing their image on "edgy basics with a hip attitude," she knows that the label-loving shoppers will hesitate to purchase their bras at the chain discount outlets, which is why the brand is pumping up its ad campaign.
When the Lovable started three years ago, the brand's image took the form of a boyish figure modeling sensible underwear -- a campaign everyone realized was being focused towards the wrong target audience. Recognizing the need for some changes, advertising execs decided to use model Alessandra Ambrosio striking sexy poses in Lovable Intimates for the Times Square billboard that will be unveiled in July. Craig said she is hopeful using Ambrosio will help boost the brand's image since the Brazilian bombshell recently signed with Victoria's Secret.
Available in an array of solid colors with names like Awakening Pink, Marzipan, Hydrangea, Grand Burgundy and Clearwater, or contrasting colors like River Sage/Batik Blue, Passion Pink with Black, and Peaches with Lilac Echo, the collection has every bra for every body type -- lined, unlined, underwire, foam cups or push-up styles. And for those who still want that Valentine's Day-worthy ensemble, there is a satin corset and thong set that will set you back $15.99, half the price of one Victoria's Secret demi bra.
Lovable Intimates, www.lovableusa.com.
