29 Boomer Brands Struggling In The Time Of Millennials

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Victoria’s Secret

Source: https://content.fortune.com/

Even the sought-after lingerie brand that has angels walking down the runway in sensual and provocative underwear is looking a little ragged these days. The designer, manufacturer, and marketer of women’s lingerie and beauty products may be the largest lingerie retailer in the United States, but its sales have been steadily declining since 2016. It appears its annual elaborate fashion show is not enough to bring younger shoppers through its doors with direct-to-consumer competitors like Lively and MeUndies appealing more to millennials. The value-conscious shoppers also find Victoria’s Secret too expensive compared to other brands that also offer quality lingerie. The convenience of online shopping with free shipping and stress-free returns has women opting to purchase their intimate apparel online rather than go to an exclusive brick-and-mortar store like Victoria’s Secret where women end up buying expensive bras that don’t fit them properly. Lastly, millennials are rejecting Victoria’s Secret’s sexy lingerie image that objectifies women and instead gravitate toward brands that promote positive body image.