Competitors Analysis

The lingerie market is incredibly competitive with underwear making up 4% of women’s products currently retailing across the US and U.k markets combined. 4% may seem small but globally the lingerie market is expected to hit $325.26 billion by 2025 indicating that that 4% is worth investing in (Edited “The lingerie market explained in 7 charts”.)

Competitors are currently doing it better than Victoria Secret, embracing body positivity with a wide range of model inclusivity and meeting customer demands and expectations.

Victoria Secrets main competitors at this moment in time are Savage X Fenty, Aerie and Third Love. These brands actively promote body positivity and uplift women’s confidence which is where Victoria Secret is falling behind. Savage X Fenty was an innovator of this movement with the whole brand being built around inclusivity but is still an oversexualised brand however this works due to the core of women empowerment and model size range. Savage X Fenty made a stance in the lingerie industry beginning to normalise the stigma of using plus size models. Aerie uses ‘real women’ and not models, they too have been praised for their enormous scale of inclusivity, showcasing women of all sizes, colours, cultures and disabilities however they focus on more mundane and practical product selection.

Victoria Secret still faces competition from high-street and low market end brands such as M&S and Primark where consumers will shop for their basics and Victoria Secret for more occasional lingerie.