Why The Lingerie Industry Can’t Compete With Victoria’s Secret; Victoria’s Secret didn’t start dominating lingerie until it stopped being cheap and began focusing on the customer experience
September 3, 2013 Leave a comment
Why The Lingerie Industry Can’t Compete With Victoria’s Secret
ASHLEY LUTZ SEP. 2, 2013, 4:37 PM 5,371 6
Victoria’s Secret is facing a deluge of competition from lingerie start-ups that seek to challenge the brand. Brands like AdoreMe, Intimint, and True & Co. are trying to seduce Victoria’s Secret customers with lower prices and more tailored selections. AdoreMe offers direct-to-consumer lingerie at about half of Victoria’s Secret prices. Intimint asks customers to take a quiz and sends them new lingerie selections every month, based on their preferences. True & Co. sends women five bras a month, giving them the option of keeping what they like and sending back what they don’t. While these brands are consumer-friendly and creative, their business models ignore exactly what makes Victoria’s Secret so successful. In the ’90s, Victoria’s Secret used to focus on value. But the brand floundered because there was nothing to set it apart from other price-friendly brands like Hanes and Maidenform. Victoria’s Secret didn’t start dominating lingerie until it stopped being cheap and began focusing on the customer experience. Read more of this post