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

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.

Victoria's Secret - A Case Study

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How Victoria's Secret is rebranding for the Gen-Z generation

Forbes: Aerie Looks To Double Sales To $2 Billion As Shoppers Ditch Victoria's Secret - AEO-Inc

Brand Comparison- Aerie vs. Victoria's Secret

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

10 Size-Inclusive Lingerie Brands to Support Instead of Victoria's Secret

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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 Secet and Aerie Differences Obvious in Stores

Final Major Project- Annabel Beale by Annabel Beale - Issuu

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