Fashion

Here's proof that people are losing interest in Victoria’s Secret

Overt sexiness is out. Realness is in.

By Nikki Kinstlinger
Victoria's Secret no longer popular

Victoria’s Secret has been leading the lingerie industry for many years. They control more than 60 per cent of the market in the U.S. and scraped in a cool US $7.67 billion last year. But even though these numbers sound big to you and me, reports show that business has been a little slower in recent months.

Ratings for the Victoria’s Secret Fashion Show last year were down 32 per cent from 2014 and L Brand (VS’s parent company) shares are down 29 per cent since the beginning of this year.

So why does everyone seem to be straying away from the iconic brand? Well according to the Wall Street Journal, it’s because of the one thing they’ve built their entire empire on: they’re just too sexy.

Yep, millennials just aren’t interested in the overt sexiness of padded, push-up bras and small lacy g-strings anymore and are instead opting for comfort and a more natural look, as Marshal Cohen, chief industry analyst at market research firm NPD Group explained: "Comfort is a dominant theme throughout the fashion world, and today's bra consumer ... is seeking both physical and personal comfort." We have definitely noticed that Victoria’s Secret has attempted to go down the more comfortable and carefree road lately, adding bralettes to their range for the first time in April this year. Unfortunately, their use of the slogan “No Padding is Sexy Now!” did not sit well with consumers, as they felt it was a slap in the face after years of telling people to perk their boobs up to the high heavens. Additionally, VS also announced that they would be ditching all things bikinis so that they could focus more on athleisure wear.

What’s interesting to note is that Victoria’s Secret’s biggest competitor in the U.S. is intimates bran, Aerie, which has always had a focus on more comfortable styles (such as bralettes) as well as athleisure wear. Not only that, but in recent years they’ve ditched the high-gloss style photo shoots and adopted un-retouched campaign imagery that uses more relatable models in more natural environments, which saw it's profits immediately sky-rocket.

We’re sure the brand isn’t going anywhere any time soon, but the numbers definitely speak for themselves. By the sounds of consumer complaints, it’s going to take a lot more than a few triangle bras to convince them that the VS brand is really listening to what the people want. RELATED: The real reason you never see Victoria’s Secret models with mosquito bites RELATED: Here are the celebs that made it to the Victoria’s Secret 2016 #WhatIsSexy list RELATED VIDEO: Victoria’s Secret Angels lip sync to Justin Timberlake’s newest track