Are Folks Not Checking for Victoria’s Secret Anymore?

LONDON, ENGLAND - DECEMBER 02:  Model Cindy Bruna walks the runway at the annual Victoria's Secret fashion show at Earls Court on December 2, 2014 in London, England.  (Photo by Pascal Le Segretain/Getty Images)

Are Folks Not Checking for Victoria’s Secret Anymore?

Millennials want sexy, but want low key and practical, too.

Published July 11, 2016

It cannot be denied that lingerie powerhouse Victoria’s Secret is holding the bra and panties game down. According to Cosmo, the company earned over $7.67 billion last year and controls 60 percent of the undergarment market.

But their popularity is slowly going down: 32 percent less people watched the 2014 runway show and sales for their L-Brands is down 29 percent since early 2016.

What's going on?

A recent report in the Wall Street Journal stressed that the super sexiness of the Victoria Secret brand is turning millennials off. The reality is that a lot of young women are pushing back on this unattainable padded bra mentality and are opting for lower key looks that are a tad more practical.

"Comfort is a dominant theme throughout the fashion world, and today's bra consumer ... is seeking both physical and personal comfort," Marshal Cohen, chief industry analyst at market research firm NPD Group, told the Wall Street Journal.

But most important, in this day and age of increased body positivity, it makes sense that younger women may find themselves more attracted to ads with models that look like everyday real women, as opposed to stereotypical skinny models in thongs.

Thankfully, the company is paying attention and has begun to make some changes — they are adopting more relatable lines, adding the popular bralet into their repertoire and adding more athletic wear in hopes to appeal to younger women, Cosmo noted.

Now, does this mean that sexy lingerie is dead? Absolutely not. We all want to have that racy lace thong and panties set in our drawers. Perhaps this generation of young women is about having options, which is always a good thing.

Ladies: What do you think? Where do you buy your lingerie? 

Written by Kellee Terrell

(Photo: Pascal Le Segretain/Getty Images)


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