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.

Victoria's Secret rebrands to reach Zs

Victoria's Secret: Research File

Glossy — The evolution of fashion and beauty

Despite a Drop in Sales Growth, Women Still Love Victoria's Secret - CivicScience

Parade Takes On Victoria's Secret

American Eagle/ Victorias Secret clothes - Girls tops & t-shirts

Final Major Project- Annabel Beale by Annabel Beale - Issuu

/wp-content/uploads/sites/4/2024/03/L

What is your opinion on the downfall of Victoria's Secret? It was

Influencer Marketing - Aerie