Loyalty Drives Victoria’s Secret Dominance in the Intimates Market, According to a New Report from The NPD Group

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Victoria’s Secret is attracting a loyal consumer who shops frequently, and spends more than the average intimates consumer, according to The NPD Group, a leading global information company. Over a quarter of in-store and online intimate apparel buyers purchase bras or panties from Victoria’s Secret, according to the new Victoria’s Secret Playbook report, based on analysis from NPD’s receipt mining service, Checkout Tracking℠.

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“The exclusive and differentiated merchandising mix that Victoria’s Secret offers shoppers has led to a unique breed of consumer that is extremely loyal,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

Victoria’s Secret is attracting a loyal consumer who shops frequently, and spends more than the average intimates consumer, according to The NPD Group, a leading global information company. Over a quarter of in-store and online intimate apparel buyers purchase bras or panties from Victoria’s Secret, according to the new Victoria’s Secret Playbook report, based on analysis from NPD’s receipt mining service, Checkout Tracking℠. The new report examines the purchase behaviors of this major player in the intimate apparel market, uncovering the factors that contribute to their dominance.

Consumers shopping at Victoria’s Secret shop other brands and retailers as well, but they are giving the majority of their intimates spend to Victoria’s Secret – almost three-quarters of the dollars spent on intimates by their in-store consumers is spent at Victoria’s Secret, and 85 percent of their online intimates wallet is spent at victoriassecret.com. Due to the high loyalty of this brand’s consumer, other brands have only been able to capture a small and fragmented share of the Victoria’s Secret buyer’s intimates spend.

“The exclusive and differentiated merchandising mix that Victoria’s Secret offers shoppers has led to a unique breed of consumer that is extremely loyal,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Victoria’s Secret is an intimates industry leader because of the consumer culture they have nurtured, and the way they bring passion back to the shopping equation.”

In addition to being loyal, and despite the fact that they tend to be younger, Victoria’s Secret customers are also spending. Whether shopping in-store or online, the Victoria’s Secret buyer spends an average of $40-$60 more than the average intimates consumer, across all intimates categories. This higher spend is driven primarily by higher purchase frequency and higher average selling prices.

“A best-in-class example has been set by Victoria’s Secret in their ability to capture a consumer, keep that consumer, and continually drive them to shop both stores and online,” added Cohen. “As they look to grow their role in the important active and sports segment of the intimates market, it will be more critical than ever for Victoria’s Secret to continue to nurture and leverage their relationship with their consumers.”

About The NPD Group, Inc.

The NPD Group provides market information and business solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup

Checkout Tracking provides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns. Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.

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Janine Marshall
The NPD Group
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