The American lingerie retailer is partnering with French upscale brand LIVY for a premium line to help upgrade its image in a market filled with niche and direct-to-consumer competitors

While in the past, Victoria's Secret has cornered the market on everyday lingerie, the retailer has struggled to keep up with changing consumer demands and DTC competitors in the intimate apparel category. Now, facing competition with comfort brands like Aerie and Lively, as well as Rihanna's all inclusive Savage X Fenty, the L Brands retailer is looking to differentiate itself and gain back market share.

Continuing to invest in its signature aesthetic, the mainstream brand is partnering with French luxury label LIVY to offer a higher-end line. LIVY will be lending its name and design team to Victoria's Secret for this line, which will be sold both online and at select flagship stores. The line will feature several novel designs for the American company and much higher price tags, including an with items ticketed at up to nearly $500.

With this partnership, VS hopes to change consumer perception of the brand, offering more upscale merchandise. The line from LIVY will debut at the retailer's flagship locations in London and New York and follow suit on its website.

Victoria's Secret

LIVY


Lead image: stock photos from Tooykrub/Shutterstock

While in the past, Victoria's Secret has cornered the market on everyday lingerie, the retailer has struggled to keep up with changing consumer demands and DTC competitors in the intimate apparel category. Now, facing competition with comfort brands like Aerie and Lively, as well as Rihanna's all inclusive Savage X Fenty, the L Brands retailer is looking to differentiate itself and gain back market share.

Continuing to invest in its signature aesthetic, the mainstream brand is partnering with French luxury label LIVY to offer a higher-end line. LIVY will be lending its name and design team to Victoria's Secret for this line, which will be sold both online and at select flagship stores. The line will feature several novel designs for the American company and much higher price tags, including an with items ticketed at up to nearly $500.