Online Underwear Brands Are Using Comfort, Innovation And Great Ads To Win Over Consumers

by MR Magazine Staff

Ladies’ lingerie brands are the latest in the fight to fend off digital upstarts. For years, Victoria’s Secret has been the dominant brand, with roughly 50 percent of the women’s underwear market share, but last year its sales reportedly saw a drop-off with each passing month (as much as 10 to 14 percent from month to month in early 2017). And in a recent survey by research firm YouGov BrandIndex, consumer satisfaction has fallen among women 18 to 49. Now a new wave of undergarments, from Tommy John to ThirdLove, is starting to garner attention and win over consumers thanks to new marketing tactics and product innovation. “These competitors have the advantage of being a new voice in this market while Victoria’s Secret is really stuck trying to turn the Titanic,” Valerie Aurilio, executive creative director at Landor, said. “These brands haven’t lost sight of what’s important. The product is the focus of what they are selling.” Read more at Adweek.