Target is challenging Victoria Secret. 

 Target will launch three brands to sell women’s bras, underwear, and pajamas that are predicted to generate more than $1 billion in sales in a year. Some of the sales will come from eliminating Gilligan & O’Malley, its existing brand for undergarments and sleepwear. Target said all the new bras will cost less than $22 and include plus sizes. Other brands like Amazon.com Inc. for example, already launched its own line of lingerie called Mae in 2017, sells private-label bras at prices mostly between $10 and $22.

  In an effort to win over new lingerie customers, Target said it would launch a marketing campaign featuring women with different bodies, ages, and ethnicities. The company said it is also avoiding airbrushed images, as it has previously done with its swimwear advertising.  Target said more than 40% of its new bras will be wire free and it plans to create dedicated sections on its website and in stores for the new brands. The website will also feature a tool to help women find their fits for bras. In the past three years, the company has launched 25 private-label brands and some clothing labels have exceeded more than $1 billion in sales during their first year.

This marketing campaign is focusing on the customers and price aspect of the marketing strategy. There was a survey taken which evaluated what customers wanted and liked. The results concluded that women wanted more comfort and cheap bras. The data that was collected and used by Target to renovate a department. Victoria Secret has long been dominating the lingerie business but with recent scandals and low sales, competition is rising.  In an effort to win over new lingerie customers, Target said it would launch a marketing campaign featuring women with different bodies, ages, and ethnicities. The company said it is also avoiding airbrushed images, as it has previously done with its swimwear advertising.  Target said more than 40% of its new bras will be wire free and it plans to create dedicated sections on its website and in stores for the new brands. The website will also feature a tool to help women find their fits for bras. In the past three years, the company has launched 25 private-label brands and some clothing labels have exceeded more than $1 billion in sales during their first year. 

This marketing campaign is focusing on the customers and price aspect of the marketing strategy. There was a survey taken which evaluated what customers wanted and liked. The results concluded that women wanted more comfort and cheap bras. The data that was collected and used by Target to renovate a department. Victoria Secret has long been dominating the lingerie business but with recent scandals and low sales, competition is rising.