[kaybe]

Because you only really need one if your size doesn't fluctuate. Most women I know have like 5, and none of them fit properly and are a constant annoyance, and they mostly wear one of them anyway. If that one really fits? Gamechanger for many.

You can wear it 2-3 years and then the elastics start to wear out. (Wash the thing by hand, and it'll be dry the next day. As any woman can tell you, we do that less often than we should though.)

Compare it to glasses, or maybe shoes - people easily put down that much, even though they could buy cheaper.

[aidenn0]

"Only need one" is a slight exaggeration; you might want a full cup for every day wear, but need a demi for certain necklines and a strapless for certain dresses. That's 3 bras already just for styles that don't involve people seeing your bra (at which point a nude-colored bra doesn't cut it anymore).

[setr]

Presumably if you’re not wealthy enough to afford all 3, then a full cup will resolve 90% of your needs, and you can fallback to cheaper bras for the uncommon case (which is a significant improvement over what is the apparent norm; 100% of the time your bra is uncomfortable reduced to 10%, for $350)

And ofc if you’re often wearing non-“everyday” outfits.. you’re probably spending quite a bit on clothing anyways, and can probably afford 2-3 at the $350 price range