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.

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

Brand Comparison- Aerie vs. Victoria's Secret

Coresight Bites: What Percentage of US Consumers Are Purchasing Clothing at Aerie vs. Victoria's Secret?

Glossy — The evolution of fashion and beauty

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

Victoria's Secret Brand Marketing Report by GEORGIE GLOSSOP - Issuu

Aerie Looks To Double Sales To $2 Billion As Shoppers Ditch Victoria's Secret

The return of a divisive lingerie brand

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

Glossy — The evolution of fashion and beauty

Brand Comparison- Aerie vs. Victoria's Secret