Victoria’s Secret, favorite brand of millennials

Victoria’s Secret has been named the favourite brand of millennials (anyone aged between 20 and 35), according to a new study conducted by Condé Nast Inc and Goldman Sachs Group Inc.

The lingerie label ranked highest in the findings, which measured the popularity of brands among younger US shoppers. The Business of Fashion reports that Victoria’s Secret secured the top position with 56 per cent of millennials shopping there.

The French cosmetics company Sephora came second, with 38 per cent favourability, ahead of Nike with 29 per cent. Coach was the most popular luxury house among young consumers with 13.4 per cent.

Other labels to feature in the top 10 were Kate Spade New York, Michael Kors and Lululemon. Research found that having a strong web presence was key to the highest-scoring brands, with all those in the top 10 prioritising e-commerce and offering a seamless online experience.

The study looked at a national sample of 2,345 US consumers aged 13 to 34 and was conducted from 22 November to 15 December last year.

Victoria’s Secret Spring Summer 2017