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We went shopping at Victoria's Secret, Pink, and Aerie and saw the huge divide in the lingerie market firsthand (LB, AEO)

Victoria's Secret
  • The women's underwear market is undergoing rapid transformation in the US. Longtime industry leader Victoria's Secret is increasingly finding itself under pressure as new brands enter the market and chip away at its market share.
  • Its parent company, L Brands, reported fourth-quarter earnings last month and announced that dozens of Victoria's Secret stores would close this year.
  • Meanwhile, American Eagle's Aerie brand has achieved explosive growth and is opening stores.
  • We visited Victoria's Secret, Pink, and Aerie to see how the shopping experience compared. We found one to be far superior, signaling a new era for the lingerie market.

The women's underwear market is going through a period of rapid change, and longtime industry leader Victoria's Secret is increasingly coming under pressure as new brands chip away at its market share .

American Eagle's Aerie is one of those competitors, and it's becoming a bigger threat every day as it continues to grow at a rapid rate.

We visited Victoria's Secret, Pink, and Aerie to see how the shopping experience compared at each of these stores. Here's what we found:

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Business Insider/Mary Hanbury

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Business Insider/Mary Hanbury

There were also no sale signs. Wall Street has been very critical of discounting in recent years. One analyst said he believed Victoria's Secret's sister brand Pink was on the " precipice of collapse, " because of the level of promotions being run there.

In a recent call with investors, CFO Stuart Burgdoerfer addressed this but said that it will "take a little bit of time" to reduce promotional levels.

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Business Insider/Mary Hanbury

Victoria's Secret has frequently been criticized for its overtly sexual in-store ads and its racy runway shows, especially in the wake of #MeToo.

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Pink and Victoria's Secret often share store locations. This was a standalone location, however, that opened in 2010 and is just a block away from the Victoria's Secret we visited.

Business Insider/Mary Hanbury

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Business Insider/Mary Hanbury

There were no sale signs on display during our visit, but many of the items were being offered at a discount in a bundle package.

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While Aerie is also often located in an American Eagle store, this was a standalone location that opened in 2018.

This store felt considerably more modern than the first two, which was unsurprising given that it opened more recently.

Business Insider/Mary Hanbury

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Business Insider/Mary Hanbury

Earlier this month, American Eagle reported a 23% increase in same-store sales for Aerie during the fourth quarter , marking the brand's 17th consecutive quarter of double-digit positive growth.

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Business Insider/Mary Hanbury

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Business Insider/Mary Hanbury

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Business Insider/Mary Hanbury

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While Aerie had the advantage of being a newer store, the shopping experience was far superior thanks to its modern and bright design and uplifting marketing campaign.

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See Also:

SEE ALSO: Aerie is homing in on Victoria's Secret's biggest weakness

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