Victoria's Secret Faces Market Share Decline Despite Savage X Fenty Competition

Plummeting Market Share

Victoria's Secret has experienced a significant decline in market share, dropping from 31.7% in 2013 to 24% in 2018, the year Rihanna's Savage X Fenty lingerie brand launched. CNN reported on this trend, highlighting the impact of increased competition in the lingerie market.

Savage X Fenty's Rise

Savage X Fenty's launch in 2018 drew considerable attention away from Victoria's Secret, with its inclusive marketing campaigns featuring diverse body types and top-tier models. The brand's rapid expansion and innovative subscription service contributed to its success.

Management Shake-Up at Victoria's Secret

In response to the market shift, Victoria's Secret has recently announced a management change, appointing Hillary Super from Savage X Fenty as its new chief executive. This move signals a shift in strategy as Victoria's Secret seeks to regain lost ground and adapt to changing consumer preferences.