These up-and-coming lingerie brands should terrify Victorias Secret
Victorias Secret continues to be charged with neglecting to attract female shoppers recently, with a few customers complaining on Facebook that it is ads,Butt Lift Shaper which feature scantily outfitted models, are targeted more towards men than women. Lingerie giant Victorias Secret continues to be charged with neglecting to attract its female shoppers with racy ad campaigns, relatively steep prices, and rail-thin models.
In the parent company's newest earnings report, released Wednesday, same-store sales were lower by 5% at Victorias Secret stores.
More and more, brands for example American Eagle's body-positive under garments store, Aerie, have swooped in and brought share of the market from Victorias Secret. Aerie has witnessed 13 consecutive quarters of same-store sales growth its same-store sales were up 27% within the fiscal year 2017 (first-quarter earnings of 2018 have yet to be reported) which is being a major concern because of its primary rival.
"In the last couple of years, we feel the competitive landscape in lingerie (in built, united nations-built, and Sport) has changed. Additionally to players for example Aerie (AEO) who're supplying a very obvious brand proposition, new digitally-native entrants are entering the world," Cowen analyst Oliver Chen authored inside a note to investors in March. American Eagle's under garments brand, Aerie, became one from the company's greatest sweet spots. The under garments collection, with a limited choice of apparel and swimwear, concentrates at 15- to 25-year-olds so they cover a breadth of sizes from XXS to XXL.
Aerie famously does not Illustrator the images in the ads. In 2014, it swapped its airbrushed ads for unretouched photos and launched an appearance-positive campaign referred to as #AerieReal. This appears to become resonating well with customers because it has witnessed 12 consecutive quarters of positive same-store sales growth. It's too soon to evaluate how effective it's, because it just launched in Feb, nevertheless its advertising campaign continues to be well-received online. One photo that demonstrated a lady breastfeeding her baby went viral a week ago after being recognized on Instagram.
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