Victoria's Secret's new Love Cloud collection aims for diversity, comfort

Dive Brief:

Victoria's Secret on Monday announced the launch of Love Cloud, a collection of bras and panties centered around "all-day comfort," available in stores and online starting Thursday.
Prices start at $39.50 for bras and $16.50 for panties, and the collection is available in sizes 32A to 40DDD and XS to XXL, according to a company press release.
Love Cloud's marketing campaign features an artist, a firefighter and other professionals, as well as a diverse group of models to reflect its new "commitment to welcoming and celebrating all women," the company said.

Dive Insight:

Victoria's Secret, which separated from its L Brands sibling, Bath & Body Works, last year, has made strides in its effort to finally turn the page on the highly sexualized marketing that has made it vulnerable to rising competition.

CEO Martin Waters has apologized for taking so long and vowed to catch up to the consumer. Its pivot has meant changes to both merchandising and marketing. In the last year or so, the brand has enlisted a team of brand ambassadors that includes heavy hitters like Megan Rapinoe and Naomi Osaka and inked an exclusive deal with Mindd, a bra company specializing in D+ sizes.

But the company's upstart competitors are also being fortified, according to research from Jane Hali & Associates that details fresh investments and other signs of strength at brands like Spanx, Kim Kardashian's Skims, Rihanna's Savage x Fenty lingerie brand, Parade, Aerie, ThirdLove, Calvin Klein, Lively, Cuup, EBY, Knix, Adore Me, Thinx and Negative Underwear.

"The intimates category has been disrupted in recent years and we are noting many DTC brands have gained momentum and secured additional investment dollars," Hali analysts said in emailed comments.

While Victoria's Secret is set to benefit from operational shifts like store closures and right-sized inventory, it has suffered from supply chain constraints and its transformation may need more work, according to the Hali report. "As [Victoria's Secret] evolves their brand image and product assortment, the assortment has improved, but we are not seeing consistency," the analysts said.