The Intimates Collection Joan Smalls Designed for Walmart is Affordable
Mary Van Puymbroeck — June 26, 2017 — Fashion
References: refinery29 & businessoffashion
Walmart's 'Smart & Sexy' line is releasing a collection of model-designed intimates for SS18.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.
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