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\nWe’ve managed to build a massive knowledge base over five years in the early days without putting huge amounts of investment in, and we’ve been able to scale that knowledge and that investment as social media scaled. <\/span><\/strong><\/span><\/h2>\n
– Dan Marsden, Co-Founder at Lounge Underwear.<\/strong><\/span><\/h2>\n
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- British brand Lounge Underwear<\/strong><\/span> is an underwear, swimwear and comfort clothing online retailer launched in 2015 by co-founders and couple Dan and Mel Marsden<\/a><\/strong>.<\/span><\/span><\/li>\n<\/ul>\n
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- With a mission to introduce Comfort Made Sexy to the world, their first product the classic Triangle Set design was born. This was the perfect first product for Lounge Underwear, where <\/span>the branding quickly told the social audience all about the company behind the design.<\/span><\/span><\/li>\n<\/ul>\n
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- Lounge Underwear’s branding strongly advocates female empowerment with their #femalefamily<\/strong><\/span>, and shows support for all body types while representing a range of ethnicities.<\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n
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- This is a huge part of what highlights Lounge Underwear as a current and genuine brand, further contributing to their journey to the top as an e-commerce lingerie retailer, overtaking <\/span>Victoria’s Secret<\/strong><\/span>.<\/span><\/li>\n<\/ul>\n
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Lingerie that speaks to social audiences<\/span><\/strong><\/span><\/strong><\/h2>\n
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HOW exactly did Lounge Underwear manage to create a brand so highly <\/strong><\/span>competitive after <\/strong><\/span>coming late into <\/strong>a considerably saturated market?<\/strong><\/span><\/span><\/span><\/p>\n
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… they had a formula and the confidence to take risks that would certainly pay off – leveraging early influencer marketing and arguably shaping the world of digital marketing strategies.<\/span><\/strong><\/span><\/p>\n
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When comparing Lounge Underwear<\/strong><\/span> with direct competitor Victoria’s Secret<\/strong><\/span>, conclusions can be drawn based on the performance of each company’s individual marketing strategies:<\/span><\/span><\/p>\n
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\ud83d\udc59<\/span> Comfort over complexity<\/b> – Victoria’s Secret’s branding just doesn’t hold up as well in the 2020’s. Women are looking for comfortable designs which brands like Lounge<\/b> provide compared to the strappy, underwired and sexy designs that Victoria’s Secret are renowned for.<\/span><\/p>\n
\ud83d\udc59<\/span> Strong branding vs. Victoria’s inconsistency <\/b>– According to ModernRetail.co, in 2019\u00a0 Victoria\u2019s Secret recorded revenue of $6.81 billion, a 7% decline over the previous year. This is likely largely due to a combination of lost branding and the Wexner and Epstein scandal.<\/span><\/p>\n
\ud83d\udc59<\/span> The decline of VS<\/b> – Scrapping the Victoria’s Secret runway shows with a lack of direction in where to steer the brand after backlash against an absence of body inclusivity, this has led to the overall decline of Victoria’s Secret in the 2020’s.\u00a0<\/span><\/p>\n
\ud83d\udc59<\/span> Ethical and Inclusive<\/b> – Meanwhile, Lounge Underwear would be pulling sales and expanding as a business, gaining a large online following and becoming a major threat in the world of lingerie e-commerce:<\/span><\/p>\n
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In 2020 the UK-based direct-to-consumer giant earned $19 million in sales (a 3X increase <\/span> <\/strong>from the year previous,) and quadrupled their team to 80 employees.\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/span><\/span><\/p>\n
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