Calvin Klein just overtook Victoria's Secret as the coolest lingerie brand

Calvin Klein ad campaign 2018

Facebook/Calvin Klein

The Kardashian-Jenner sisters in the Calvin Klein ad.

  • Calvin Klein's latest ad campaign features the Kardashian-Jenner sisters.
  • The brand has made a push on social media to promote its apparel and underwear collections.
  • This is bad news for Victoria's Secret who is losing ground in the US underwear market.

Calvin Klein sent the internet into a frenzy today with its new ad campaign that features the Kardashian-Jenner family.

The underwear brand, owned by PVH Corp, published the ad as part of it #MyCalvins social media campaign, which it launched in 2014 to promote the brand - this campaign now has over half a million posts on Instagram.

This is bad news for struggling Victoria's Secret that once ruled the underwear market in the US, but in recent years has lost market share to other brands.

Victoria's Secret has been criticized for its inability to connect to its customers, who are put off by the rail-thin models and lack of diversity used in its ad campaigns. As a result, underwear brands such as Aerie that promote natural beauty and self-acceptance, have seen stronger growth. Aerie has seen 11 consecutive quarters of same-store sales growth, while Victoria's Secret, whose bread and butter has long been padded bras and sexy ads, saw negative sales growth for the past year.

Victoria's Secret seems to be taking note of Calvin Klein's designs and has released many similar styles recently.

Victoria's Secret

Victoria's Secret

Some of the Victoria's Secret bras look strikingly similar to Calvin Klein's designs.

Calvin Klein has also struggled in the North American market but strong international sales in Europe and China have helped to boost same-store sales growth overall. Now, the brand is doubling down on its efforts to appeal to the US market with these celeb-filled ad campaigns.

The Future of Retail 2018 by the BI Intelligence Research Team.
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