Why Do Bras Cost So Much?

When it comes to lingerie, do you get what you pay for? Is a $300 bra really better than a $80 bra – or a $25 one? And why do bras cost so much, anyway?

Wait, how much?

Depending on your needs, preferences, and budget, that $300 bra might be worth the price. But “better” really depends on your criteria. There are genuine differences between more and less expensive bras. Most lingerie can be categorized this way:

Low end (under $50) – Brands in this group select materials based on low cost, not comfort. This means that their bras aren’t as soft or durable, and findings (hooks, wires, fasteners) are likely to be plastic instead of metal. Bras in this group generally have a plainer aesthetic, without much in the way of embellishment. It can be tougher to find an ideal fit in this group, since these brands lack the budget for more thorough pattern drafting and wear testing. (That means that instead of creating a pattern to fit a 34G, they’re taking the pattern created for, say, a 32E and just making it bigger. It’s a small thing that really impacts the fit of larger sizes.)

Mid range ($60-$100) – In this group, you’ll find softer and more durable materials with better quality (metal) findings. These brands put more of their budget towards fit, developing a good size range, and design. More money for design means more fun colours, more lace, and more embellishment like embroidery or bows.

High end ($125-200) – Brands in this group include Prima Donna, Empreinte, and Simone Perele. Their materials are softer, more luxurious and will last longer than the two previous tiers. Brands in this group also sometimes have proprietary designs – for example, underwires specially designed just for that brand, or exclusive prints or lace. These would be things that you literally could not get from another brand. Once again, a higher budget means more research and development. You’ll notice a more tailored fit in many of these lines, as well as some groundbreaking designs. (For example, a moulded seamfree lace bra in full bust sizes – something that’s really difficult to create without the right materials and a strong R&D budget!)

Luxury ($250 and up) – A good example of this group is Harlow and Fox. At this level, the difference is mainly about material costs. Here you’ll find silk, high end cotton, exclusive laces, and embroidery or beading done by hand instead of with a machine. This group is all about the details.

Where does Broad fall?

Broad is a mid-range boutique. We’re not selling the bras that go for a few hundred dollars; our average price is around $80. This isn’t an accident. While Sam’s worked with pricier brands in the past (and still loves them!) it was important to her to make Broad more accessible. The brands and bras we stock are carefully chosen and they’re high quality – and they’re almost all between $60 and $150.

So, what are you really paying for?

Retail pricing is sort of mysterious when you’re looking at it from the outside. It’s hard to know what a “good” price is, because consumers don’t have all the information retailers use to set prices. Here’s what we consider.

Our time. Fittings can take 30 minutes to an hour (or more!) and while we don’t charge for fittings, we do have to factor this in when pricing a bra.

Our expertise. We know these bras inside and out. We understand fit points, matching bra shape to body shape, etc. Plus we’re constantly learning, and passing that knowledge onto you!

Our space. It costs money to run a brick-and-mortar store! Broad pays rent, the store had to be furnished, etc.

The bra. Ya know, the physical thing you’re taking home. Fabric, elastic, wires, hardware – plus the research and development that went into designing the bra, as described above.

Yes, you might be able to find cheaper bras elsewhere, but that price difference is what allows us to offer our time, expertise, space, and bras of this quality. (It’s okay if that’s not worth the extra money to you, by the way. Everyone has different needs and priorities, and none of the things I’ve listed are mandatory. If you’re happy shopping solo, or online, or at a different kind of store – do that! You get to decide what’s important to you.)

What about discounts and sales?

If we put things on sale all the time, we’d be out of business real quick. Our prices are set to cover the factors mentioned above. We’re not trying to rip anyone off, we’re trying to stay open! That said, every now and then we’ll run a sale or offer discounts. We get that you’re on a budget. We are too!

If you’d like to learn more about lingerie pricing and how retailers set their prices, Bluestockings Boutique and A Sophisticated Pair have blogs that are wonderfully transparent on the topic. (Check out this post they teamed up on!) And for more on fashion pricing in general, this piece from Racked is an awesome start.