Victoria’s Secret is one of the top American designer, manufacturer and marketer of women 's premium lingerie, Womenswear and beauty products. With 2012 sales of $6.12 billion it is the largest American retailer of women 's lingerie (Wikipedia, 2015). Its core product, undergarments (bras and panties) offering a wide variety of fun colors, sexy, fashionable and classy styles for the middle class woman, who wants to feel beautiful and sexy. It was this alone that shot Victoria’s Secret to the top as the most recognized and successful maker of women’s lingerie. The question asked, is rather or not Victoria’s Secret is losing its relevance in the marketplace. However, with Victoria’s Secret very limited and narrow target market being women no larger than a size 16, when the average woman is a size 14 and 65% of women are considered plus-sized and its controversial ideal of the perfect body images used to promote its products, is causing a boom in the competitive market.
It is said that “Globally, the lingerie industry has revenue of $32 billion, with America …show more content…
One of the well-established strengths of Victoria’s Secret is the combination of sexy and increased confidence that its consumers exudes when wearing their product. Of Victoria’s Secret’s competitors Adore Me is one that has invested a large amount of time and energy towards slaying its rival (Victoria’s Secret). It has been said by Sharon Klapka, director of business and brand development for Adore Me. "They are slow, they are expensive, and they make women feel sidelined. It is about time that someone really revolutionized the space, and we’re doing it." Recruiting former head designer for Victoria’s Secret, Adore Me offers a wide variety of styles for the very petite (30A) and the very
It is said that “Globally, the lingerie industry has revenue of $32 billion, with America …show more content…
One of the well-established strengths of Victoria’s Secret is the combination of sexy and increased confidence that its consumers exudes when wearing their product. Of Victoria’s Secret’s competitors Adore Me is one that has invested a large amount of time and energy towards slaying its rival (Victoria’s Secret). It has been said by Sharon Klapka, director of business and brand development for Adore Me. "They are slow, they are expensive, and they make women feel sidelined. It is about time that someone really revolutionized the space, and we’re doing it." Recruiting former head designer for Victoria’s Secret, Adore Me offers a wide variety of styles for the very petite (30A) and the very