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The secret of underwear leader Victoria has new competition: brand embraces physical enthusiasm

 

At the Victoria’s Secret Window in the Liberty Square store, a thin model with lips and straight hair looking straight ahead, wearing a black bra and lace lingerie. The text posted around her image says she wore a “very sexy push-up” bra.

One block from the 1721 Chestnut Street, an underwear brand, Aerie, all sizes of models show their stretch marks. One person is in a wheelchair and the other is wearing a ostomy bag to collect waste. Change your bra! And don’t change the way you surround them.

Sexy images of Victoria’s Secret have been the industry standard for decades. But now, nouveau riche is entering the market in a bold way of focusing on self-acceptance. Women think that sex is to embrace their body, regardless of size or shape, and buy bras and underwear for themselves, not necessarily for the fun of a partner.

Brands such as Pittsburgh’s Aerie and American Eagle’s intimates are driving positive sports and selling products that are rooted in comfort and a wider range of aesthetics.

Victoria’s secret still controls this $9 billion industry. According to the IBISWorld report of 2018, its parent company received 62.8% of its revenue. But experts say the brand is unable to adapt to social changes and leaves a space for booming competitors.

“These companies, now against Victoria’s secrets, want to say: ‘We contribute to every skin color. We make for each size…. We really think about you and what you want, “I think this is completely different from what I used to do in lingerie marketing,” said Lisa Hayes, director of fashion design at Drexel University.

Of course, according to the 2018 IBISWorld report, brands like Aerie and Soma account for only 3.5% and 3% of industry demand, respectively.

Cora Harrington, editor of the Lingerie Addict blog, said many women continue to buy bras at department stores and large retailers. Harrington said that things popular in some fashion circles, such as showing stretch marks, do not reflect the needs of all women. “Many women in the middle of the United States still want to wear corsets and profile bras,” she said. “Aerie has had a bigger impact on the new brand.”

Jennifer Redding, senior analyst at Wedbush Securities, said she believes that the trend of physical enthusiasm is getting longer and longer. According to retail technology and data company Edited, although the frequency of the word sexy mentioned in the women’s newsletter has dropped by 27% from January to October this year, the word power has risen by 60% and self-confidence has increased. 140%.

Experts say Aerie’s success indicates how many women’s views are changing, and if Victoria’s Secret doesn’t change its advertising, it may lose its dominant position. Victoria’s Secret has not responded to request to comment.

Candace Corlett, president of WSL Strategic Retail, said: “The overall shift in attitudes towards women’s expressions has undermined Victoria’s secrets.” “Now all types of bodies have their own sexy versions.”

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