M's products are priced $5.50-$40, compared to Maidenform's prices of $40-$55. The low price point was an essential part of targeting Gen-Z shoppers, according to Jane Newman, chief design officer of global innerwear at Maidenform’s parent company, HanesBrands. For its part, Maidenform's core shopper base is 24 and up.
Maidenform Relaunches its Brand with Fresh M Campaign, Serving up Craveable Comfort in Underwear, Bras, and Bodywear
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