Challengers Are Filling Gaps and Creating Consumer Countercultures

Legacy brands need to address buyers in these new spaces

a man pushing a red block into a wall of blue blocks
Challenger brands are identifying gaps in various parts of the industry and meeting those niche needs. Sesame/Getty Images

In 2019, Victoria’s Secret closed over 50 stores across North America due to lagging sales performance. Victoria’s Secret marketing campaigns featuring supermodel Angels no longer resonated with women who see themselves and their bodies in a different light.

This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.
@rafic Rafic Sinno is an assistant professor of business at the University of Dubuque and an enthusiastic educator. He is also a member of our Adweek Academic Council.