|Freya Look Book Spring/Summer 2013|
|Freya Look Book Spring/Summer 2010|
The market for "young at heart"lingerie has welcomed many new players in the last few years and they're fresher, bolder and sometimes, less expensive than what Freya's offering.
Shall we take a look at the competition?
|Cleo Look Book Fall/Winter 2012|
|Curvy Kate Look Book Spring/Summer 2014|
|Tutti Rouge Look Book Spring/Summer 2013|
|Sweet Bon Bon by Bravissimo|
These four brands are simply the ones most widely available, many commercial brands on the outskirts (Gorgeous from Debenhams, Just Peachy and Midnight Grace from Figleaves, Boux Avenue) put out products in the same neighborhood and while the fit might not be stellar, they're inexpensive and/or more accessible. To say nothing of brightly lit and funky Claudette, Parfait and Miss Mandalay!
During my London meeting with Eveden, I presented this argument and while I obviously believe it's credible, it also reflects many of the comments on the Curve NY: Freya Spring/Summer 2014 post:
"I have to say, I'm not generally impressed by Freya anymore. As I've said incessantly, I used to love, love, love the brand. But now it all looks same-y and dated." -- K.Line
"Same here. I'm not into any of these. I have one style from Freya (the Jolie) which they have discontinued...Sigh. It would be nice to be tempted by more from Freya, but the brand is just not doing it for me." -- Allison
"I'm sad to say I'm pretty disappointed. I'm disappointed in the size range, but also the designs. There is some pretty stuff here, but not one single design that screams to me that I must have it." -- By Baby's Rules
"I think Freya has almost sort of passed its prime as a G+ brand. I still think their swimwear line is the most progressive G+ brand that exists, but their bras just don't deliver." -- Bras I Hate
"Sucks about the 28" bands. I guess we can only hope that the other brands jumping on the much awaited 28" bandwagon will have a lot of success and that Freya will take notice and rectify this mistake they made." -- All the Pretty Dramas
Coming up later this week: I think there's an easy solution to Freya's current or future challenges...