Online Underwear Brands Are Using Comfort, Innovation and Great Ads to Win Over Consumers

How MeUndies, Tommy John and others are gaining sales

Ladies’ lingerie brands are the latest in the fight to fend off digital upstarts. For years, Victoria’s Secret has been the dominant brand, with roughly 50 percent of the women’s underwear market share, but last year its sales reportedly saw a drop-off with each passing month (as much as 10 to 14 percent from month to month in early 2017, per Women’s Wear Daily). And in a recent survey by research firm YouGov BrandIndex, consumer satisfaction has fallen among women 18 to 49.

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This story first appeared in the April 30, 2018, issue of Adweek magazine. Click here to subscribe.