Competitor: Clothing Retailer (Primark)
Clothing Reatilers are slowly taking over the lingerie industry. Consumers are using clothing retailers as an easy way to consume lingerie products along with shopping for fashion. According to Mintel, 12% of Women in the study haven bought from clothing retailers in the last 12 months, however 54% of 16-24 year olds have bought from Primark. This is nearly half of the target market for VS. The affordable lingerie section in Primark has has a huge boom. This is interesting as Primark has made a huge mark on the lingerie industry yet the are in-store only brand.
Going into the Meadowhall store, almost 1/4 of the bottom half of the store was dedicated to the lingerie section, this isn't including nightwear or loungewear. Here they have a lacy, sultry valentines collection with bralets, bodysuits and lacy underwear. They keep on trend by using seasonal trends e.g. animal print in their products. The valentines range started for £4-£12
The store also offered a huge range of T-shirt bra and basic comfort bras up to a size E. This was a huge part of their lingerie section
The brand uses images of larger models to represent the brand, this image being the most eye-catching in-store and being an average sized model. This shows inclusivity and diversity in the brand and this may draw in a wider audience. The people shopping will feel represented as they will be able to see themselves in the brand.
The lingerie is definitely the cheapest on the market. With lineage sets coming in as small as £5, they are on trend, comfy and a very affordable price, especially for the younger consumer. Primark has really set the mark for these other lingerie brands, people want cheaper options, especially for the everyday wear. They are sweeping the market with the low price points and on trend styles. With over 290 stores across the uk (According to the website), they are easily accessible for all consumers in the UK and appeal to those who don't have much disposable income.
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