Emerging Lingerie Companies Embrace Social Video to Redefine Sexy (Part 2)

Emerging Lingerie Companies Embrace Social Video to Redefine Sexy (Part 2)

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Newer lingerie companies are mobilizing social video to redefine sexiness and shatter industry barriers. Their message: goodbye airbrushed fantasy, hello curves and stretch marks.

In this three-part blog series, we’re exploring how many top women’s top lingerie brands are gaining competitive advantages by finding innovative ways to reach audiences. We’ll cover:

  • The who’s who amongst today’s leading lingerie brands and market disruptors
  • Keeping sexy real: who’s winning in the lingerie messaging race?
  • How the new lingerie companies are differentiating themselves by partnering with niche creators to build out large content networks across platforms
  • What do women want? Using Tubular’s data to uncover the next big intimates trends across top lingerie brands

If you missed part one of this series, you can check it out here.

Read on for part two!


How Does Victoria’s Secret Compare to Other Lingerie Companies?

With Rihanna’s Savage X Fenty shaking up the fashion-show game and Adore Me heating up the retailer space, what might this mean for Victoria’s Secret’s market share?

In Victoria’s Secret’s heydey (2006), one out of every three purchases made in the apparel industry came from their store, according to the company. Today the retailer is vexed by falling sales.

It’s closing 53 North American stores this year, citing a “decline in performance,” according to Business Insider.

And last year, the brand had its lowest-rated fashion show, despite recruiting social-media influencer Kendall Jenner to walk its coveted runway.

Still, the brand remains dominant, accounting for nearly a third of the market. In 2018, Victoria’s Secret sold $7.8 billion in lingerie, according to Fortune.

As a comparison, ThirdLove generates about $100 million in revenue annually, a smidge of Victoria’s Secret’s market share.

Over the past six months, the company’s social video content has outperformed its competitors in views and engagements. But for how much longer?

Emerging Lingerie Companies Embrace Social Video to Redefine Sexy (Part 2)
(Victoria’s Secret, pictured in orange, leads the way in social video views on YouTube and Facebook since January 2019, as compared to the top five emerging lingerie brands. Data via Tubular Labs.)

Currently, the brand stands at a turning point. It has a leak and if it doesn’t block it soon, its pipe will burst.

So, what can Victoria’s Secret do as competition continues to chip at its market share?

Social Video as Victoria’s Secret’s Guardian Angel

This year, Victoria’s Secret is scrapping the annual TV broadcast of its iconic fashion show to pursue a “new kind of event,” wrote Les Wexner, the CEO of L Brands (which owns Victoria’s Secret), in a May 10 company memo.

What this new event might look like remains Victoria’s secret. But one can make an educated guess.

Last year’s runway show took place on November 8, but didn’t air on ABC until December 2. When it did, it was only watched by 3.27M viewers (compared to 500M live TV viewers in the brand’s heyday), according to the Nielsen company.

On YouTube, however, the full broadcast of the 2018 Victoria’s Secret Fashion Show has earned 12.3M views and 274K engagements to date (with millions more views accrued for associated content).

The video ranks #4 amongst the brand’s top-performing videos of all time. Clearly, the show would resonate as a live, digital-first event.

In terms of theme, Victoria’s Secret has made clear it will retain its aspirational messaging and will not model its fashion event after the inclusivity messaging of its competitors.

“We would be accused of pandering without question because the brand has a specific image, has a point of view. It has a history,” said Monica Mitro, executive vice president of public relations at Victoria’s Secret in a recent interview with Vogue.

Editor’s Note/Update: As of August 6, 2019, Victoria’s Secret has officially hired its first transgender model! The lingerie company’s CMO Ed Razek is also resigning amid falling sales.

Come back next week for the third and final part of this series where we’ll look at how these top lingerie brands partner with influencers to develop their messaging and expand their content networks!

Other apparel companies have strong opinions, too. Read up on how Nike ads slay social video every time.

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