The following pie chart shows the “estimated share of UK
underwear, nightwear and loungewear market by outlet type, in 2017”.(Mintel Academic)
“Despite ongoing challenges in the retailers’ wider non-food
division, M&S continues to dominate the UK underwear, nightwear and
loungewear market, driven by the retailer’s ongoing success in the lingerie
market. We estimate that M&S holds around 20% of the total market,
significantly more than any other individual retailer.” (Mintel Academic)
In 2012, the brand has launched a
successful collection named: Rosie for Autograph (in collaboration with model
and actress Rosie Huntington-Whiteley) which now features lingerie, sleepwear,
activewear, swimwear and beauty products. “The retailer estimates that one in
every 50 women in the UK owns a bra from the range.” (Mintel Academic)
In spite of its achievements, the
retailer is facing increased competition in the underwear and nightwear market
from major supermarkets (ASDA, TESCO) and clothing retailers like Primark or
H&M.
It seems like lingerie specialists
(including: Victoria’s Secret) only represent 11% of the market share.
Another Mintel report (June 2018)
shows that out of 1,460 internet users aged 16+, 5% made a purchase at
Victoria’s Secret in the last 12 months. Another brand in the same position as
VS is Ann Summers, also 5%.
On the other hand, a 2017 statistic (from statista.com, Source: Kantar Media) based on 24,845 respondents; 15 years and
older shows that Victoria's Secret closest competitors would be: Boux Avenue, Ann Summers, Sloggi/Triumph, Calvin Klein and La Senza.
Other competitors and lingerie specialists on the UK market
are: Bravissimo Ltd, Calzedonia Group UK, Agent Provocateur Ltd,
Intimissimi and Jack Wills.
Other promising online lingerie retailers would be
Figleaves, Savage x Fenty and Les Girls Les Boys.
Based on these statistics, their visual communication, store layout, products and positioning I would say that the closest competitors of Victoria's Secret on the UK lingerie market today are Ann Summers and Boux Avenue. For a future blog post I plan to do a more in-depth analysis of these 2 brands (which I will include in my marketing report) and a few comparisons with Victoria's Secret.
Based on these statistics, their visual communication, store layout, products and positioning I would say that the closest competitors of Victoria's Secret on the UK lingerie market today are Ann Summers and Boux Avenue. For a future blog post I plan to do a more in-depth analysis of these 2 brands (which I will include in my marketing report) and a few comparisons with Victoria's Secret.
Resources: Mintel Academic
Statista
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