Lingerie as a category is booming and Victoria’s Secret is leading the way by tapping into the trends shaping the shopping habits of today’s female consumers, says Louise Flett, co-founder of strategy and research unit Inkling London.
Right now lingerie is the hot category. It has sailed through the recent economic ups and-downs, with figures that could make other apparel categories blush.
It’s natural that other brands are seeking to repeat the success of Victoria’s Secret, but that won’t happen by simply repeating their tactics
M&S’s celeb underwear ranges are been given much of the credit for dragging the retailer back into growth, and French brand Etam even bagged the coveted opening slot at Paris Fashion Week.