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

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.

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

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

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

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ThirdLove

Glossy — The evolution of fashion and beauty