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These up-and-coming underwear labels are threatening to upend Victoria's Secret

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Victoria's Secret is increasingly falling out of favor. The brand came under fire last month after an executive from its parent company, L Brands, made controversial comments about transgender and plus-size models during an interview with Vogue.



Same-store sales were down 6% at stores only in the most recent quarter. They were down 2% when including online sales.



As attitudes change, a new breed of women's underwear companies has swooped in to offer alternatives.



We've compiled a list of up-and-coming underwear brands that could pose a threat to Victoria's Secret.

Once the kingpin of the US lingerie market, Victoria's Secret is increasingly finding itself falling out of favor as attitudes around women's underwear shift. Critics have said that the retailer's push-up bras and racy runway shows no longer resonate with the modern customer in the era of #MeToo. The brand came under fire last month after an executive from its parent company, L Brands, made controversial comments about transgender and plus-size models during an interview with Vogue. These pressures have shown up in its numbers. Same-store sales were down 6% at Victoria's Secret stores in the most recent quarter. They were down 2% when including online sales. This year's Victoria's Secret Fashion Show also didn't get the fanfare it hoped for when it comes to viewership. According to data sent to Business Insider from ABC, the network that broadcast the show, 3.3 million people tuned in to watch the fashion show on December 2. This was a substantial drop from 5 million viewers in 2017 and 6.7 million in 2016, when it previously aired on CBS. As attitudes change, a new breed of women's underwear companies has swooped in to offer alternatives. Many of them have been open about the need for change in the industry, and in some cases, they have even been critical of Victoria's Secret. Read more: 'Your show may be a "fantasy" but we live in reality': Lingerie startup ThirdLove slams Victoria's Secret exec in full-page New York Times ad We put together a list of the top up-and-coming underwear brands and labels that threaten to upend Victoria's Secret:
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