Playboy has introduced the Biofit x Playboy collection, which uses technology launched by Bendon and Victoria’s Secret in 2007.
Biofit, a push-up bra, was revolutionary when it launched, but Bendon’s agreement with Victoria’s Secret expired in 2011. “Ours was the first to market that customized padding-to-cup size,” said Justin Davis-Rice, Bendon’s chief executive officer. “The padding inside the cup changes in shape and form to provide the ultimate push-up for the cup size. It creates the perfect amount of cleavage.”
The “new and improved” Biofit x Playboy bra has “Secret Service technology, a lining covering the inside of the cup that feels like suede. It keeps the bust in place all day,” Davis-Rice said.
Playboy plans to sell the Biofit collection on its Web platforms, which get 7.7 million visitors per month, and through its social channels. The collection will have its own URL, BiofitxPlayboy.com, with fit advice and a measurement guide. The Biofit x Playboy bras are priced from $39.95 to $49.95, panties are $14.95, and the corset is $99.95. The bras come in solid (nude and black), lace (black and hot pink), lace detail (red, purple and lavender) and print (trellis in black and white). The rabbit head motif is embossed on the back strap of every bra.
The aesthetic of the collection was inspired by Playboy, said Matt Nordby, president of global licensing at Playboy Enterprises, noting that the company has a history of collaborating with designers such as Marc Jacobs, Cushnie et Ochs and Supreme.
Bendon also holds the licenses to Elle Macpherson Intimates and Stella McCartney innerwear, among others.
Playmates are featured in ads for the Biofit collection. “We’ve used Playmates in previous fashion shoots,” said Nordby. “A lot of thought went into finding the right Playmate. You don’t have to be an Angel or Playmate to appreciate this product. The Playboy brand needs to empower the female consumer. This is for women of all shapes and sizes and allows them to feel sexy.”
Davis-Rice and Nordby declined to discuss volume, but said, “Biofit generated a substantial volume when it launched in partnership with Victoria’s Secret.”
Playboy will launch an integrated print and social marketing campaign for the collection. “We’ll promote it on the e-commerce store. On that site, we’ve created videos and outtakes from the actual photo shoot. We’re creating a story about the lifestyle of the Playboy brand with the technology of Biofit. We’re also activating new consumers through joint spending by Bendon. We think there’s a lot of new consumers we can attract to the Playboy model.”
Playboy has a broad target range of 18- to 45-year-old customers. “Given this product and its known technology, our sweet spot will be 18- to 35-year-olds,” said Nordby. He said the company is focussing most of its efforts on 26- to 33-year-old women. “It’s the upwardly mobile female who wants something premium but practical,” he said. “It’s an accessible product.”
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