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

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.

Brand Comparison- Aerie vs. Victoria's Secret

How Victoria's Secret is rebranding for the Gen-Z generation: Lingerie store looks to move away from allegations of harassment and cultural appropriation with new line and film

Victoria's Secret

Brand Comparison- Aerie vs. Victoria's Secret

How Victoria's Secret is rebranding for the Gen-Z generation: Lingerie store looks to move away from allegations of harassment and cultural appropriation with new line and film

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

AEO's Aerie Brand, Built On Body Positivity And Inclusion, Is Slowly Edging Out Sexy Supermodel Juggernaut Victoria's Secret

Victoria's Secret Stock: Unable To Regain Its Market Dominance (NYSE:VSCO)

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

It seems implausible, but American Eagle is thriving at the mall

AEO's Aerie Brand, Built On Body Positivity And Inclusion, Is Slowly Edging Out Sexy Supermodel Juggernaut Victoria's Secret