(Filed Under wholesale Lingerie News). Soma, the lingerie division of Chico’s FAS, is promoting its new “Sensuous Sides, The Revolutionary Side Slimming Bra” that, according to a recent e-mail to consumers, “Smooths your sides for a slender, more sensuous you and pushes you forward for beautiful décolletage.” There are embroidered lace and smooth cup versions, retailing on Soma.com for $50 and $48 respectively
The lace version is available in sizes 32D-DD, 34-40C-DDD and 42C-DD. The smooth cup version, “Perfect for wearing under tees, its satiny smooth cups offer a seamless silhouette” is available in sizes 32C-DD, 34-38B-DD and 40C-D. The lace bra comes in black, ivory, light nude, carnation and black with dove embroidery. Both bras feature under wires.
The lace version features “Full coverage cut and sew design cups” with “curved center and soft foam sides,” adjustable straps and a “supportive ballerina back [that] keeps straps in place and provides additional comfort.” The shell is polyester, the wing is 84 per cent nylon, 16 per cent spandex. “If you’ve ever experienced “side-spillage”, this is the bra for you!,” emphasizes Soma. The full coverage bra “slims and smooths your sides. It also comes with a “side” benefit: subtle lift for beautiful décolletage.”
The smooth version features “seamless contour full coverage foam cups” with “curved center front soft foam sides” and adjustable stretch straps. The bra comes in black, light nude, ravishing red, toffee, dove, soft tan and support pink.
Soma opened its first lingerie boutique in 2004 and currently operates about 190. The total number of stores operated by Chico’s FAS, under a variety of names, was 1256 as of last January. According to Chico’s most recent financial report, Soma “primarily sells exclusively designed private branded lingerie, lounge wear and beauty products focusing on women who are 35 years old and over with a moderate to high income level. Soma offers trend-right, innovative and expertly fitted lingerie and lounge wear apparel, with designer quality at affordable prices.” The report notes that its “lingerie category includes bras, panties, shape wear and sleepwear while the lounge wear category includes relaxed tops, bottoms and dresses. Bras are sized using traditional American band and cup sizes. Panties range in size from extra small to extra-extra large. The sleepwear and lounge wear offerings utilize extra small to extra large sizing.” The store notes that “Soma brand product offerings are developed by working closely with a small number of its independent suppliers to design proprietary products in-house and, in some cases, it includes designs provided by its independent suppliers under labels other than the Soma label.”
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