How Gen-Z and Millennials are Influencing the Intimate Apparel Market

The intimate apparel industry is undergoing a transformation, driven by evolving consumer preferences, social conversations, and shifting brand perceptions. At Envisify Global Intelligence, we leveraged AI-driven social listening to analyze online discussions surrounding four major brands: Victoria’s Secret, Aerie, Skims, and Pink. Our latest white paper provides valuable insights into consumer sentiment, demographic trends, and brand engagement strategies during a peak shopping season.

Here’s what our research uncovered about the intimate apparel landscape.

Key Findings from Our Social Listening Study

1. Victoria’s Secret: Nostalgia Meets Modern Expectations

   • The brand continues to hold strong name recognition.
   • Consumers engage with Victoria’s Secret through discussions of fashion hauls, bra purchases, and past collections.
   • Concerns over pricing and sizing remain a major discussion point, particularly among younger consumers.

2. Aerie: Affordability & Word-of-Mouth Success

   • Aerie’s brand image thrives on comfort, affordability, and inclusivity.
   • Many conversations center around product recommendations and reviews, often shared in an organic, word-of-mouth fashion.
   • Their engagement strategy aligns well with eco-conscious and body-positive consumers.

3. Skims: Celebrity Power & Brand Hype

   • Skims dominates in discussions fueled by celebrity endorsements and innovative marketing.
   • While excitement is high, some consumers express concerns about pricing and availability.
   • Expanding beyond the celebrity influence by incorporating real consumer testimonials could strengthen the brand’s credibility.

4. Pink: The Gen-Z Favorite

   • Pink resonates strongly with Gen-Z, leveraging aesthetic appeal and lifestyle branding.
   • The brand’s presence in pop culture discussions and influencer marketing fuels engagement.
   • There is an emerging opportunity for gender-inclusive branding based on consumer sentiment.

Consumer Sentiment & Engagement Trends

• Overall sentiment was 80.3% positive and 19.7% negative, indicating strong brand affinity across all four brands.
• Younger consumers (18-34) dominate brand conversations, particularly for Skims and Pink.
• Influencers play a crucial role in shaping consumer engagement and brand perception.

Key Takeaways for Brands

• Leverage Nostalgia & Innovation – Brands like Victoria’s Secret can modernize their nostalgic appeal by embracing inclusive messaging and digital sizing solutions.
• Authenticity Drives Engagement – Aerie’s success highlights the power of consumer trust and organic recommendations.
• Move Beyond Celebrity Marketing – While Skims benefits from high-profile endorsements, adding real customer stories could improve long-term brand loyalty.
• Stay Culturally Relevant – Pink’s Gen-Z engagement strategy proves that interactive marketing (TikTok challenges, influencer collaborations) can amplify brand relevance.

Conclusion

The intimate apparel industry is more dynamic than ever. Consumer expectations are shifting towards comfort, affordability, inclusivity, and cultural relevance. Brands that listen to their audiences and adapt accordingly will thrive in this competitive landscape.

📩 Download the full white paper for an in-depth look at consumer insights, demographic trends, and AI-powered social listening findings.