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SCANDALE: brand cheapened by US distribution

AS ANNOUNCED by actress Halle Berry when she acquired from Hop Lun a 50 per cent stake in the Scandale lingerie business last year, the label’s bras are now being sold in US stores of the Target discount chain at prices from USD 7 to USD 18. Halle Berry told US media that the test of a good bra was its durability when washed in a washing machine and added that Scandale bras were made of fabrics that ensured long life.

Scandale

Scandale

 

The label’s shift in positioning from the high medium to the low cost segment provides yet another example of the polarization that is continuing in the innerwear sector.

 

 

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