scorecardWe went shopping at Victoria's Secret and Aerie, and 4 key differences revealed why one is winning while the other is flailing
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We went shopping at Victoria's Secret and Aerie, and 4 key differences revealed why one is winning while the other is flailing

We went shopping at Victoria's Secret and Aerie, and 4 key differences revealed why one is winning while the other is flailing
Retail1 min read

Aerie

Business Insider/Mary Hanbury

Aerie is known for not retouching the photos it uses in ads.

  • The women's underwear market is going through a period of rapid change in the United States. Longtime industry leader Victoria's Secret is increasingly finding itself under pressure as new brands enter the market and chip away at its market share.
  • Its parent company, L Brands, reported fourth-quarter earnings last month and announced that dozens of Victoria's Secret stores would close this year.
  • Meanwhile, American Eagle's Aerie brand has achieved explosive growth and is opening stores.
  • We visited Victoria's Secret and Aerie to see how the shopping experience compared.

Victoria's Secret is the longtime leader of the underwear market in the United States, but it is increasingly coming under pressure as new brands enter the market and chip away at its market share.

This includes American Eagle's Aerie, which, since 2014, has doubled down on body-positive marketing in an effort to appeal to a new generation of shoppers.

We visited Victoria's Secret and Aerie to see how the shopping experience compared at these stores. Here's what we found:

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