Sara Lee-owned underwear brand Wonderbra is launching a range called Deep Plunge. The bras will be suitable for “risqué” tops and dresses, but will still offer support.
The range, to be launched in February, is part of a revamp of Wonderbra. Deep Plunge aims to capitalise on the trend towards increasingly revealing clothes.
There are a number of styles in the range, including a bra that is transparent in the middle and one that has extremely low cups but still gives a “push-up” effect.
Playtex marketing director Hervé Bailly, who handles the marketing for the brand, says that the company is trying to broaden its customer appeal by offering a range of shapes and styles.
Bailly says the launch will be supported by a significant marketing spend, with the campaign likely to include television – although the details have yet to be finalised. A second Wonderbra launch is planned for later in 2005.
Bailly joined Playtex UK at the start of the year (MW November 27, 2003), from Sara Lee Intimates in France, where he was responsible for the Dim brand, which is due to be launched in the UK (MW July 22).