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Bra prices are on the rise amid widespread inflation

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Yahoo Finance Live's Julie Hyman and Brian Sozzi discuss pricing increases across lingerie as inflation impacts manufacturers.

Video Transcript

JULIE HYMAN: There's-- we've been focusing a lot on inflation obviously. We've talked about inflation, broad swath of different things, from elevators to Coca-Cola today. There's something that "The Wall Street Journal" highlighted where there is also hot inflation.

BRIAN SOZZI: You're gonna make me talk about it.

JULIE HYMAN: Not something I had thought much about, even though I am in the core demo for this item. You are not.

BRIAN SOZZI: I am not. Not yet.

JULIE HYMAN: I'm talking about bras. And "The Wall Street Journal" today highlighting that there are-- now, this is this particular bra, which is a uniquely expensive bra. I believe it is by Journelle, which is an expensive brand, to be clear. But they sort of analyzed the components of the bra. Lace prices have gone up by 40%. Underwire has gone up 20%. The elastic trim on these things has gone up by 40%. And obviously this has affected clothing of all kinds and all kinds of things. But it is interesting that it sort of all comes together and the bra is emblematic of some of these increases.

BRIAN SOZZI: I know our team back there are just waiting for me to say something, because I'm sure they're all giggling and laughing. But I will say this. I'm on the Victoria's Secret site, which is, you know, obviously, they sell a lot of bras. And Julie, I don't know if this is good pricing, but the lightly lined ombre lace full coverage bra, $55. To me, that sounds expensive.

JULIE HYMAN: That sounds a bit expensive. But I don't know. I'm not a Victoria's Secret shopper, in general. I mean--

BRIAN SOZZI: The only place I really know.

JULIE HYMAN: There are some other dynamics that are affecting this market. One is that, like a lot of clothing, people haven't bought these things in a few years. Right? They've been sitting around the house, they're probably not concerned.

BRIAN SOZZI: What are they wearing?

JULIE HYMAN: In some cases, they're not wearing anything, Brian. Sorry.

BRIAN SOZZI: You said it, not me.

JULIE HYMAN: Sorry.

BRIAN SOZZI: OK. All right.

JULIE HYMAN: So that's-- so that's part of the issue here. So now people are coming back out. This applies to so many things right now, especially when it comes to clothing. But it also applies to travel. It applies to restaurants. And that is, people did not consume certain things for an extended period of time. Now they're coming back. They're finding that those things have increased in price.

In some cases, they're not necessarily price sensitive, in part because they haven't had to buy it in so long. Like, you don't even-- they quote one woman in the story who says, "I don't even remember what a bra costs, I haven't bought one in so long." You know, that's probably less true for something like travel, where people are more cognizant, because it's a bigger purchase, of what that price is over time. But then there's a lot of things where people, they need to buy it, and so they're going to buy it not matter what.

BRIAN SOZZI: These are essential items. And we-- in many respects, a bottle of Coca-Cola is an essential item. Procter and Gamble Tide detergent is essential item. All these prices, for everything, is going up. What are you going to do? Not clean your clothes?

JULIE HYMAN: Right. And in the case of something like an undergarment, you can't buy it cheaper through resale, as we learned from Andy Rubin of Trove earlier.

BRIAN SOZZI: I don't think you're buying a used bra.

JULIE HYMAN: You can buy a pre-owned pair of Lululemon pants, but not pre-owned-- there is a line.

BRIAN SOZZI: I had to ask him about the underwear question. I had to ask him.

JULIE HYMAN: That was a good question.

BRIAN SOZZI: I thought that was-- I know.

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