"Pretty much any woman" does not drive a $60k car. $60k cars are for the wealthiest of the wealthy. The rest of us drive beaters or a slightly used car in the 5-20k range.
An upper middle class DINK/DIWK living in the burbs buys fancy stuff.
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.
Yes, and the claim wasn't that any woman could afford a $350 bra but that they would see the price point as rational independent of whether they could afford it.
> 60k cars are for the wealthiest of the wealthy.
No, $200k+ cars are for the wealhiest of the wealthy. $60k cars are more targeting the modestly wealthy rather than the wealthiest of the wealthy.