-Market Research Company NPD foud that the most important part for bra-wearers was comfort.
-Sexy Lingerie is falling out of fashion
-Not moving forward with the times e.g. #metoo movement
-“Brands such as Victoria’s Secret, La Perla and even Agent Provocateur have become over-sexualised, and it’s not relevant to this generation any more,” says Serena Rees. “Now, we don’t want to be dressed up in stockings and suspenders; we don’t want to parade around for anybody. We’re about comfort: streetwear, sportswear.”
-Brands such as Aaerie and Lively are seeing sales sore wear as Victoria's Secret are losing sales.
-Les Girls Les Boys, sales of “comfort” underwear and non-underwired bras have increased 70% year on year.
Refinery 29
Vogue
-A social media–savvy generation that expects to see themselves reflected in advertising and marketing; and, not least of all, a shift in the lingerie business itself. Maybe you’ve heard of Rihanna’s little project, Savage x Fenty?
-The lingerie industry itself looks newly inclusive, with a wave of newcomers touting body positivity—not airbrushed perfection. Upstarts like Universal Standard’s Polina Veksler and Alex Waldman, who put a trans woman in their Foundation campaign and whose pieces sell in sizes from 00 to 40. And disruptors like ThirdLove, which is backed by the former CEO of Victoria’s Secret stores. Perhaps no threat to Victoria’s Secret’s dominance is more mortal than Rihanna, whose Savage x Fenty show made headlines when pregnant model Slick Woods walked the runway in pasties, a strappy teddy, and stilettos. She gave birth later that night. Post-delivery, Woods shared an Instagram photo of herself from the show and captioned it this way: “I’m here to say I can do whatever the fuck I want whenever the fuck I want and so can you.”
-The lingerie industry itself looks newly inclusive, with a wave of newcomers touting body positivity—not airbrushed perfection. Upstarts like Universal Standard’s Polina Veksler and Alex Waldman, who put a trans woman in their Foundation campaign and whose pieces sell in sizes from 00 to 40. And disruptors like ThirdLove, which is backed by the former CEO of Victoria’s Secret stores. Perhaps no threat to Victoria’s Secret’s dominance is more mortal than Rihanna, whose Savage x Fenty show made headlines when pregnant model Slick Woods walked the runway in pasties, a strappy teddy, and stilettos. She gave birth later that night. Post-delivery, Woods shared an Instagram photo of herself from the show and captioned it this way: “I’m here to say I can do whatever the fuck I want whenever the fuck I want and so can you.”
People Magazine
“Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special,” Razek said.He added that inviting plus-size models to participate the show isn’t something Victoria’s Secret plans to do in the future, since “no one had any interest in it” when they pursued the idea in 2000.
“Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special,” Razek said.He added that inviting plus-size models to participate the show isn’t something Victoria’s Secret plans to do in the future, since “no one had any interest in it” when they pursued the idea in 2000.
NuNude protested outside Victoria's Secret with women demanding dor more diverse models within the company. They were only wearing nude sports bras and underwear.
They posted on their instagram: “It’s not just about body diversity or skin,” the caption of one Nunude photo explained. “It’s about every single difference! We are all loved and we are all beautiful.”
-They walked through the streets of London demanding for different bodies to be shown on the runway.
-They walked through the streets of London demanding for different bodies to be shown on the runway.
Love_disfigure instagram post. Damaging ideals of body types and can really affect the younger generations.
Mitel
underwear brands also face similar challenges advertising via other channels. An example of such challenges is the advertising guidelines that Transport for London (TfL) put into action in 2016, with London Mayor Sadiq Khan announcing in June 2016 that as of 1 July 2016, adverts that promoted an unrealistic or unhealthy body shape, or were likely to cause body confidence issues, would be banned from appearing on London’s public transport network. The ban formed part of TfL’s updated advertising policy, which gives it an even broader discretion to accept or reject advertising.
underwear brands also face similar challenges advertising via other channels. An example of such challenges is the advertising guidelines that Transport for London (TfL) put into action in 2016, with London Mayor Sadiq Khan announcing in June 2016 that as of 1 July 2016, adverts that promoted an unrealistic or unhealthy body shape, or were likely to cause body confidence issues, would be banned from appearing on London’s public transport network. The ban formed part of TfL’s updated advertising policy, which gives it an even broader discretion to accept or reject advertising.
The Fashion industry itself is moving with the wave of inclusivity. Bringing people into campaigns of different ages, sizes, ethnicities and genders. Victoria's Secret seem to be falling behind in this area which may be the reason why their profit is in a big decline right now. They don't seem to be appealing to the foward-thinking women of today.
Business Insider.
-Increasingly, brands such as American Eagle's body-positive underwear store, Aerie, have swooped in and taken market share away from Victoria's Secret. Aerie has seen 12 consecutive quarters of same-store sales growth; its same-store sales were up 27% in thefiscal year 2017 (first-quarter earnings of 2018 have not yet been reported) and this is becoming a major concern for its main rival.-American Eagle's underwear brand, Aerie, has become one of the company's biggest sweet spots. The underwear collection, which includes a limited selection of apparel and swimwear, is targeted at 15- to 25-year-olds and covers a breadth of sizes from XXS to XXL.-Aerie famously doesn't Photoshop any of the images in its ads. In 2014, it swapped its airbrushed ads for unretouched photos and launched a body-positive campaign known as #AerieReal. This seems to be resonating well with customers as it has seen 12consecutive quarters of positive same-store sales growth.
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