Lingerie and bras in particular are showing an increase in sales according to marketing retail experts. Victoria Secret branded the lingerie market to the masses. Consumers love the pink shopping bags and the stores and flock to their sales. Victoria Secret let out the secret that sexy can readily be yours at the mall. Victoria Secret made the underwire bra a fashion basic. 
One of Oprah’s most talked of shows was when she did bra fitting and it was revealed that most women are not wearing their correct bra size. Victoria Secret, Nordstrom, and Macy’s were inundated with women wanting to be fitted for their correct bra size. Other shows yearly do a bra fitting episode. Many bra companies and stores encourage fittings with a donation to Komen for the Cure.
Sizing for bras has hit the vanity sizing market as well. Padded and soft sculptured, every woman is at least a size B now. Her breasts may say ‘A’ but the bra with its molded cups is a ‘B’.
Smaller companies and entrepreneurs have noticed this uptick in bra sales and popularity. Designers have gone from the fragrance aisle to the bra aisle to get on board the bra sales band wagon. The colors, trim, fabric and details popular on bras is every designers dream.
Walls are lined with bras for sale in department stores and mass merchants. Where 5 years ago 8 feet would be devoted to bras on hangers, now it is 20 feet. Department stores and smaller stores want a piece of the bra market. Even boutiques are stocking “Fashion Bras”. These are bras that are worn to be visible. They are worn under an open sweater or sheer blouse, or a deep V-neck dress.
Have you updated your bra wardrobe recently?
