> A median income female is buying a $15 bra at Walmart.
I'm not even a woman myself, and I've known several median (and substantially below) income females to buy much more expensive bras at Lane Bryant and other places, and to express willingness to pay substantially more than that if they could find better fit.
Location on the income distribution may not be the key factor here; if the quality is there and they can scale this into an operation that is local across the country, even at the $350 price point, there's a decent size market.
I'm not even a woman myself, and I've known several median (and substantially below) income females to buy much more expensive bras at Lane Bryant and other places, and to express willingness to pay substantially more than that if they could find better fit.
Location on the income distribution may not be the key factor here; if the quality is there and they can scale this into an operation that is local across the country, even at the $350 price point, there's a decent size market.