Emerging Lingerie Brands Embrace Social Video to Redefine Sexy (Part 1)

Victoria’s Secret, the longtime queen of the intimate attire area, has some competitors: a handful of rising lingerie manufacturers that promote physique positivity have harnessed social video to disrupt the $13.1 billion U.S. girls’s intimates market.

These newer intimate attire firms are mobilizing social video to redefine sexiness and shatter business boundaries. Their message: goodbye airbrushed fantasy, hi there curves and stretch marks.

In this three-part weblog collection, we’ll discover how up-and-coming girls’s lingerie manufacturers are gaining aggressive benefits by discovering revolutionary methods to attain audiences. We’ll cowl:

  • The who’s who amongst right this moment’s main lingerie market disruptors
  • Keeping horny actual: who’s profitable within the lingerie messaging race?
  • How the brand new high lingerie manufacturers are differentiating themselves by partnering with area of interest creators to construct out giant content material networks throughout platforms
  • What do girls need? Using Tubular’s knowledge to uncover the following huge lingerie traits

Let’s dive in!

Top Lingerie Brands Get Intimate with Women on Social Video

In the extremely aggressive attire market, forward-thinking intimates firms are rapidly changing into the very best lingerie manufacturers.

Consider these rising stars within the business, which could look completely different on paper however have the identical aim of disrupting the business’s traditionally restricted perspective on feminine magnificence:

  • American Eagle’s Aerie is a lingerie life-style retailer.
  • ThirdLove, True&Co, and Adore Me are digitally native.
  • Rihanna’s Savage X Fenty is celebrity-owned.

With lean workers and even leaner budgets, many of those manufacturers have pivoted away from costly advert campaigns and marquee lingerie occasions, just like the annual Victoria’s Secret Fashion Show.

Instead, they’re encouraging area of interest creators to expertise the merchandise for themselves and produce trustworthy movies about it. The result’s a social feed replete with genuine, first-hand testimonials.

This model ambassador technique seems to be working. In the previous 5 years, up-and-coming lingerie manufacturers have efficiently chipped away at Victoria’s Secret’s market dominance.

Victoria’s Secret accounted for 31.7% of the lingerie market in 2013. That quantity dropped to 24% in 2018, in accordance to knowledge from a latest Coresight Research girls’s underwear report.

In that very same time, digitally native lingerie manufacturers expanded from 28.1% to 36.2% of the market share, the report signifies.

Aspiration vs. Affirmation: The Messaging Disparity in Lingerie Videos

Today, two very completely different messages about magnificence are competing within the lingerie movies area: aspiration versus affirmation.

In one ring are the Victoria’s Secret Angels. These fashions characterize an aspiration, a fantastical magnificence that ladies lengthy to develop into. In the opposite ring are quite a lot of lingerie disruptors who characterize messages of affirmation, an actual magnificence that ladies already possess.

The Aspiration Side of Lingerie Brands: Victoria’s Secret

Victoria’s Secret has its roots in upscale aspiration and refinement. The retailer was reportedly named after the UK’s Queen Victoria and the preliminary bra choices took their inspiration from the Victorian period and all its pageantries. Victoria’s secret, in case you’re curious, is what’s hiding beneath the Queen’s clothes.

Today the model’s social video feed is ripe with seductive montages, which has lengthy been the advertising and marketing customary for lingerie. Since 1995, the corporate’s annual trend present has championed this aesthetic, with impeccably skinny fashions, angel’s wings, and diamond-emblazoned bras and panties.

The prevailing message because the 1980s: embrace your sexuality by investing in some glamorous lingerie so you may vicariously indulge within the fantasy.

Over the previous six months, the corporate’s high video choices hooked thousands and thousands of views. Among its hottest choices are movies of its fashions sharing beach-perfect our bodies and must-have seashore seems to be.

The Affirmation Side of Lingerie Companies: Disruptive and Emerging Brands

Victoria’s Secret’s sexually-charged beach-body movies distinction instantly with the rising lingerie manufacturers’ seashore content material.

In a video posted by Aerie, British mannequin Iskra Lawerence shares her secrets and techniques to getting the proper bikini physique. Answer: Put a bikini in your physique.

Adore Me’s video on how to rating the proper seashore physique had an analogous chorus. Answer: Have a physique, verify. Go to the seashore, verify.

The affirmation manufacturers’ messaging: you’re horny as you might be. Buy comfy lingerie that matches so effectively it appears like your second pores and skin.

Aerie Promotes Diversity with Real Intimates

Since 2014, Aerie, American Eagle’s intimates department, made a public dedication to cease retouching its advertisements.

In addition, the model recurrently options various fashions with completely different physique shapes in its video campaigns, together with girls who’ve disabilities.

Aerie recruits #AerieREAL function fashions, a mixture of celebrities, creators, and athletes like Iskra Lawrence and Samira Wiley to produce content material in step with its inclusivity imaginative and prescient. The result’s a video feed full of genuine tales in regards to the challenges of being a girl within the 21st century.

Consider this private story from #AerieREAL function mannequin Molly Burke who shared what it’s actually like being a mannequin, a video that earned a whopping 6.2x ER7 on YouTube.

(The ER7 metric measures a model’s engagement price benchmarked throughout all content material. In this case, the video was 6.2x extra partaking than common over a seven-day interval.)

The retailer’s merchandise match its messaging. As one of many high lingerie manufacturers round, Aerie has seen industrial success with its second-skin model bras and its “Real Me” assortment, which options diverse-nude pores and skin tones.

All of those efforts have clearly accelerated the model’s progress. Last yr Aerie gross sales elevated 38% and the retailer has seen 12 consecutive quarters of same-store progress, in accordance to American Eagle earnings stories.

ThirdLove Brings Female Empowerment to the Next Level

Bespoke model ThirdLove launched its first bra in 2013 with a transparent mission in thoughts: assist girls discover a bra that really matches. Today the model sells 78 bra sizes, which 78 girls celebrated in its latest video marketing campaign.

While Victoria’s Secret sells horny designs (the kind of bra a girl may need to lose her virginity in), ThirdLove’s bras are there for all times, in accordance to the corporate.

“Our reality is that women wear bras in real life as they go to work, breastfeed their children, play sports, care for ailing parents, and serve their country,” ThirdLove founder Heidi Zak mentioned in a latest Fortune interview.

The firm’s bras vary from 30AA-48I. (Victoria’s Secret reportedly presents a smaller vary from 30A—40DDD). Customers full a web-based quiz to see what dimension most accurately fits them, a dedication based mostly on knowledge the corporate has reportedly gathered from thousands and thousands of girls.

The firm’s progress trajectory is clear. ThirdLove reported an estimated $160 million in 2018 gross sales and has a predicted general price of $750 million, in accordance to a latest Forbes article.

When it comes to video messaging, ThirdLove is main the cost as of late. Its latest content material choices have all of the hallmarks of a lingerie model that’s taking the physique empowerment dialog to the following degree, particularly to tackle general feminine empowerment.

And video audiences are clearly on board for this content material evolution. In June 2019, ThirdLove organized a public panel in Los Angeles to tackle the gender pay hole.

The revealing dialog, which featured private tales from leisure reporter Catt Sadler and designer Justina Blakeney, earned 18Ok views within the first 24 hours (V1) on Instagram and 22.8k views as of June 24. Shot vertically, the latest recording is already one of many model’s high movies by view ever (#four).

True&Co Is the “Netflix for Bras”

Launched in 2012, True&Co sells bras designed to be comfy and basically invisible underneath girls’s garments. In its early days, the digital-centric model differentiated itself as an aggregator that offered bras from a number of firms.

Today it presents its personal line of bras which clients dimension through a web-based quiz. Women are then requested to strive the bras on within the consolation of their house. If the lingerie doesn’t match, clients can return them totally free, a method that’s earned the model the moniker “Netflix for bras.”

In 2017, True&Co was acquired by PVH Corp., the identical proprietor as Calvin Klein and Tommy Hilfiger. Perhaps most engaging to PVH, is the huge quantities of client knowledge that True&Co has obtained from its on-line quizzes.

“We believe that we can leverage the analytics tools of this data-driven company, while leveraging PVH’s intimates category expertise.” Emanuel Chirico, Chairman and Chief Executive Officer, PVH Corp. mentioned in a press release following the acquisition.

When it comes to lingerie movies, True&Co’s power is in its partnerships. The model groups up with girls who’re actualizing the model’s imaginative and prescient of sisterhood on the grassroots degree.

Last February, the model featured GRLSWIRL, an all-girls skating group in Venice, California. In a brief video doc, the group’s founding skaters mentioned how they band collectively for help in an in any other case male-dominated sport.

The women additionally starred in a video advert selling True&Co’s new True Weekend Cotton Stretch assortment, which earned 13.8K views on Instagram and is the model’s second most-viewed video ever.

The model’s video technique is price replicating within the lingerie area: whereas some manufacturers accomplice with feminine influencers for his or her our bodies, lingerie disruptors profit from selecting companions based mostly on what they embody.

Adore Me Succesfully Moves from Online to Retail

Adore Me is understood for its big selection of petite to plus-sized choices at decrease prices. The model’s most profitable latest movies function girls with actual curves exhibiting off the most recent merchandise. The firm additionally quizzes clients and makes use of an inner algorithm to choose the perfect dimension.

But the model’s bras price, on common, half the worth of its rivals, thanks to high-tech distribution methods. Think: “fast fashion.”

Adore Me is the primary digitally-native firm to make the bounce from digital to a retailer. Last May, the model opened its fourth brick-and-mortar retailer, with plans to open 300 complete throughout the subsequent 5 years, Retail Dive stories.

Adore Me isn’t solely chipping away at Victoria’s Secret’s retail dominance, it’s utilizing social campaigns to instantly problem the market chief as probably the greatest lingerie manufacturers round.

Last June, Adore Me launched its “Adore Me Adores You” marketing campaign, which options transgender social-video influencer Gigi Gorgeous. The effort represents Adore Me’s push for inclusion within the lingerie business.

This stands in distinction to Victoria Secret, which has chosen not to embody transgender fashions in its model messaging and annual trend present.

“No. No, I don’t think we should. Well, why not? Because the show is a fantasy,” Ed Razek, chief advertising and marketing officer of Victoria Secret’s father or mother firm L Brands, defined in a Vogue interview. Razek later apologized. The model, nonetheless, has not reversed its stance on the matter.

Editor’s Note/Update: As of August 6, 2019, Victoria’s Secret has formally employed its first transgender mannequin! Razek can also be resigning amid falling gross sales.

Savage X Fenty Makes Comfy the New Sexy

Launched in May 2018, Rihanna’s startup lingerie model Savage X Fenty celebrates fearlessness and inclusivity by creating lingerie merchandise for each pores and skin tone and plus-sized physique varieties. While the aforementioned bra manufacturers boast about consolation, Savage X Fenty is the proper cocktail of Victoria’s Secret’s sexy-fantasy attraction and physique positivity.

Rihanna’s angle: let’s give girls an attractive and eccentric feeling, however be certain that they’re comfy on the similar time. The star’s traces vary from 32A to 44DD and boast names like “Black Widow,” “U Cute,” and “Damn.”

One of the model’s top-performing movies exhibits a curvy girl proudly sitting on a sofa in horny lingerie with the caption “X stands for ALL.”

Savage X Fenty has even launched its personal trend present, The World of Savage X Fenty, which it streamed reside in September 2018, scoring 1.8M views and 39.1K engagements.

The spectacle featured a fairytale set graced by various physique sizes and gender identities, plus a pregnant mannequin Slick Woods who walked the runway in lace-cutout lingerie and stilettos (whereas in labor!).

Continue studying half two of this collection right here!

Interested in additional tales about manufacturers having a voice? Check out how Nike’s “Dream Crazier” advert stole the present at this yr’s Oscars… and past.


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