Victoria’s Secret made its name by showcasing sexy models in lacy lingerie. But now it is looking to broaden its appeal—and sales—with a line of workout wear intended to boost the confidence and sex appeal of those wishing to rock its lingerie—or simply feel and look good. That’s the idea behind Victoria Sport, which offers sports bras (from $15) and leggings that put the emphasis on fit, style and comfort—along with VSX appeal.
The brand’s same squad of models (aka Angels) appear in the ads but they aren’t showing off their come-hither looks. Instead, they are pulling their hair back and getting to work, showcasing their workout moves and fitness routines. These women have plenty to say about bras and none of it is about how attractive they might be wearing them. That’s because Victoria Sport, with its VSX-branded line of workout leggings and bra tops, is all about fit, support and performance.
Victoria’s Secret has come a long way from three years ago when it put its first sports bra on the market and couldn’t seem to sell it. But it turned a corner when it started focusing more on performance (and touting its strengths as the leading bra-maker) than aesthetics, Quartz notes—a smart move considering how important athleisure gear is to millennials and woman everywhere these days.
Research firm NPD Group shows that 41% of millennial respondents sported a sports bra in the week before the survey, 20 points higher than non-millennials. Slightly more than half of those who had worn sports bras used them primarily while exercising but 46% made them part of their everyday fashion choices.
That is good news for Victoria Sport as it tries to battle against such big names as Nike, Adidas and Under Armour, which had a 28% revenue jump in the second quarter, according to Fox Business. Victoria’s Secret model Jasmine Tookes does her part, with a quote on the brand’s site: “When I tried these, I threw out all my Nike bras.”
Victoria’s Secret has also been buoyed by the success of its Pink line aimed at millennials. The introduction of Victoria Sport comes after the brand killed off its swimwear line.
Another asset helping Victoria Sport — the phenomenal popularity of Victoria’s Secret workout videos across its own channels and those of other brands like Cosmopolitan and PopSugar. That’s where fitness trainer Andrea Orbeck shows how the VS Angels get ready for shows and shoots—and generally stay buff.
The Victoria Sport launch also comes as Under Armour is moving into the former flagship store of FAO Schwarz in Manhattan and strikes a deal with “mid-tier” US department store Kohl’s, which will introduce a UA collection in the spring featuring workout clothing, shoes and accessories for men, women and children.