Dakota Moore-Lizotte for Victoria's Secret. Photo
Credit: Charlotte WalesBetween Gen Z’s relaxed approach to dressing and the persistence of work-from-home wardrobes, interest in traditional underwire bras continues to slide.
Victoria’s Secret is responding with the launch of the Body by Victoria FlexFactor Lightly Lined Plunge Demi Bra, which it hopes will hit the sweet spot between structure and comfort.
The bra features a titanium underwire, promising more flexibility and less constriction. And it’s a big swing: Body by Victoria is the company’s largest
bra brand—Victoria’s Secret says it sells one every five seconds—and this new style builds on the popularity of its seamless silhouettes, which have earned thousands of five-star
reviews.
The campaign, shot in New York City and emphasizing “movement, freedom, and flexible ease,” is the first major launch under the direction
of newly hired CMO Elizabeth Preis, who joined from Anthropologie last month. It’s also the first product release from executive creative director Adam Selman, known for his work at Savage X
Fenty. Chandelier is the ad agency.
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The brand’s shift is in step with broader consumer trends. As younger women increasingly prioritize comfort,
bralettes and sports bras are on the rise, while more traditional silhouettes are being left behind. “The younger customer is wearing traditional bras less frequently,” said CEO Hillary
Super in last month’s earnings call. “She’s wearing sports bras and bra tops. She’s thinking differently about end use—and sports bras are definitely part of her
work-from-home wardrobe.”
Wireless bras are now among the company’s fastest-growing categories. “It’s just generally no longer
acceptable to not be comfortable, especially with this younger generation,” Super added. “We’ve known that for some time and have a number of innovations in the pipeline to address
that.”
Super also outlined signs of progress in the company’s turnaround. Sales declined 1%, but came in ahead of expectations, as did operating
income. Other changes include a recommitment to Pink, Victoria’s Secret’s youth-oriented subbrand, and a new approach to marketing investment. “You’ll start to see the brands
being pushed farther apart,” she said, “with a younger expression in Pink.”
The company has rebalanced the marketing funnel, leveraging events, activations, and PR to
“amplify brand love…. this reflects our continued commitment to strengthening the brand, leaning into emotional storytelling, and making agile business decisions when we see an
opportunity.”
The company is also testing new paid search strategies to better reach Gen Z customers online.