Case Study: How Aerie won Gen Z and Victoria's Secret's market

Aerie is one of the first lingerie brands to successfully challenge Victoria’s Secret’s category dominance. Victoria’s Secret’s size-0, bombshell look, which for decades drove sales of push-up bras and marketing focused on looking sexy for him, has fallen out of favor. That’s thanks to a new generation that prioritizes comfort, inclusivity and feeling sexy in their own bodies. And in 2021, Aerie is No. 2 in bra sales, just behind Victoria’s Secret and ahead of DTC brand ThirdLove, according to the NPD Group.

How intimates brands are trying to succeed where Victoria's Secret's inclusive rebranding isn't

Victoria's Secret Consumer Insight by atwijaya - Issuu

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Case Study: How Aerie won Gen Z and Victoria's Secret's market share - Glossy

How Aerie Built a Great Brand, its Strategy for Success

Publishing – amina asim

Starvation diets, obsessive training and no plus-size models

Victoria's Secret is reinventing itself. It's a big ask

Glossy — The evolution of fashion and beauty