Need more evidence that Victoria's Secret is becoming the Sears ofBrassieres?
A new report by the research firm CivicScience found that women are muchmore likely to buy from Target than from Victoria's Secret when they'researching for intimates and sleepwear.
And millennials are particularly eager to ditch Victoria's Secret forTarget.
Victoria's Secret is still the most dominant lingerie on the market. But ithas been on the decline, both in terms of its sales and in terms of enthusiasmfor the brand.
Its most recent annual fashion show, which features supermodels and topperformers, received its lowest ratings of all time.
Meanwhile, other intimates brands are stepping in to fill the gaps.
Startups like ThirdLove and Lively are targeting women who would otherwise haveshopped at Victoria's Secret.
And now, Target is investing in its lingerie business. Target recentlyannounced it would be overhauling its in-house intimates and sleepwear brands,launching three new brands this spring.
These brands will focus on inclusivity through expanded sizing, and alsoensure that prices remain affordable.
Millennials appear to be particularly disillusioned with Victoria's Secret.
These consumers have grown up with brands like Aerie, which have a much moreinclusive and less sexual approach to marketing.
In contrast, Victoria's Secret still pushes the sexy supermodel as anideal. So there you have it: Another nail in Victoria's Secret's coffin.