Soma Intimates, a Chico subsidiary, was founded in 2004 and focuses on women's lingerie and sleepwear. Since its inception, Soma has been dedicated to providing women with perfectly fitting intimates, leveraging their expert Fit Stylists, who can determine an exact bra size in minutes.
From day one, Soma focused on addressing the specific needs of women, particularly those who may have undergone surgery, have larger body sizes, or require exceptional comfort. It targets women aged predominantly around 52 but extends its reach to the 35-year-old and above demographic, emphasizing an "age-defying" look in its products.
Soma's all-women-led design team, spearheaded by Vice President of Design Holly Wilson, has continuously innovated to create bras, panties, and other intimate apparel that prioritize inclusivity and comfort. This team is instrumental in aligning product designs with business strategies to spur growth.
The parent company, Chico's FAS, Inc., headquartered in Fort Myers, Florida, is a leading women's omnichannel specialty retailer that also owns the retail brands Chico's and White House Black Market. Under Chico's FAS's ownership, Soma has also adapted to evolving retail trends through innovations and omnichannel strategies.
Key Takeaways
- Soma was founded in 2004 by Chico's FAS, aiming to provide comfortable lingerie for women.
- The brand has expanded its product line to include dresses, loungewear, and swimwear.
- Soma emphasizes customer satisfaction through services like personalized shopping and bra fitting.
- The company is dedicated to social responsibility, engaging in philanthropy and sustainability efforts.
- Soma uses technology for online shopping and data-driven product development.
The Origins of Soma Intimates
Founding by Chico's FAS
Soma Intimates was created in 2004 by Chico's FAS, a company known for its focus on women's fashion. The brand was designed to cater specifically to women, offering a range of intimate apparel that emphasizes comfort and style. The founders aimed to provide a shopping experience that was both personal and supportive, ensuring that women felt empowered while shopping for lingerie.
Initial Product Offerings
When Soma first launched, it primarily offered bras and sleepwear. The initial product line included:
- Bras: Designed for various sizes and styles.
- Sleepwear: Comfortable options for lounging and sleeping.
- Loungewear: Casual wear that blends comfort with style.
Early Market Reception
Soma quickly gained popularity among women looking for quality intimate wear. The brand's focus on customer serviceand expert bra fitting helped it stand out in a crowded market. Customers appreciated the personalized attention they received, which contributed to a positive early reception. Soma's commitment to understanding women's needs has been a key factor in its growth and success.
Soma's Product Evolution
Expansion Beyond Bras and Sleepwear
Soma Intimates has grown significantly since its early days. Initially focused on bras and sleepwear, the brand has expanded its offerings to include a variety of intimate apparel. This includes:
- Loungewear: Comfortable pieces for relaxing at home.
- Activewear: Stylish and functional clothing for workouts.
- Shapewear: Designed to enhance and smooth the body’s silhouette.
Introduction of New Collections
Soma regularly introduces new collections to keep up with trends and customer preferences. Some notable collections include:
- Soma Essentials: A line featuring everyday basics that combine comfort and style.
- Luxe Lace: Elegant pieces that incorporate beautiful lace designs.
- Comfort Stretch: Bras and panties made with stretchy materials for all-day comfort.
Innovations in Lingerie Design
Soma is known for its innovative approach to lingerie design. They focus on:
- Comfort: Prioritizing fit and wearability for all body types.
- Functionality: Incorporating features like adjustable straps and removable padding.
- Aesthetics: Creating visually appealing designs that empower women.
Soma's commitment to innovation is evident in their Soma Essentials Plunge Unlined Bra with Lace Trim, which is designed for comfortable wear and a beautiful shape all day, every day.
Through these efforts, Soma Intimates continues to evolve and meet the needs of its customers, ensuring they feel confident and comfortable in their intimate wear.
Leadership and Management at Soma
Key Figures in Soma's Leadership
Soma Intimates has been shaped by strong leaders who understand the needs of their customers. Molly Langenstein, the CEO, has played a crucial role in guiding the brand since its inception. Other key figures include:
- Design Team: Focuses on creating innovative products.
- Marketing Team: Works on connecting with customers through various channels.
- Store Managers: Ensure a great shopping experience in boutiques.
Impact of Female Leadership
Soma is proud to be a brand led by women, for women. This focus on female leadership has resulted in:
- A better understanding of customer needs.
- A supportive work environment for female employees.
- Increased innovation in product design.
Strategic Decisions and Growth
Soma has made several strategic decisions that have contributed to its growth:
- Expansion of Product Lines: Moving beyond just bras and sleepwear.
- Enhanced Customer Experience: Implementing personalized shopping services.
- Community Engagement: Focusing on social responsibility initiatives.
Soma Intimates is not just about selling lingerie; it’s about creating a community where women feel empowered and supported.
Overall, Soma's leadership is dedicated to fostering a positive environment for both employees and customers, ensuring that the brand continues to thrive in the competitive market.
The Bra Fit Guarantee
- Soma offers a Bra Fit Guarantee, ensuring that every customer finds the right size and style for her.
- Customers can use the size finder guide online or visit a boutique for a personalized fitting experience.
- With over 90% satisfaction in bra fit, Soma aims to meet the diverse needs of women.
Soma's Market Position and Competitive Edge
Comparison with Other Intimate Brands
Soma Intimates stands out in the crowded lingerie market. It competes with brands like Victoria's Secret and Aerie, but it focuses on comfort and fit. Soma's unique approach includes:
- A strong emphasis on customer service, especially with bra fitting.
- A wide range of products, including bras, sleepwear, and shapewear.
- A commitment to body positivity and inclusivity.
Unique Selling Propositions
Soma has several key features that give it an edge:
- Bra Fit Guarantee: Customers can get personalized fitting services.
- Diverse Product Range: From loungewear to swimwear, Soma offers a variety of options.
- Community Engagement: The brand actively participates in social responsibility initiatives.
