[dragonwriter]

> The super-special $350 bra is firmly in the boutique range which requires not just a fitting but a customer service of Saks, Barneys, La Perla boutiques or totally custom shops.

If they have a better multidimensional fit model that actually provides better value, and they can get word of mouth on that to get people in the door, they can get away with less boutique treatment the same way that Tesla can get away with less fit and finish than other similarly priced luxury cars.

Just because they are in the same price range in the same broad descriptive category doesn't mean they are selling the same thing.