Victoria’s Secret is developing an online marketplace for women-led brands

Victoria’s Secret is developing an online marketplace for women-led brands.Victoria’s Secret has had to keep up with the fashion and intimate demands of Gen Z and Millennials as they look for body positive brands like Aerie and Savage x Fenty. Now they’re starting to be more proactive in supporting causes that matter to them. Acknowledging that their employee base is 90% women, the brand says they have a responsibility to support women, and they’ve started by launching VS&Co-Lab, a section of their site featuring women-founded, owned, and led intimates, swimwear, and lifestyle companies. Some of the brands featured include Buki Ade swimwear, Leonisa shapewear, Frankies Bikinis, For Love & Lemons, and the plus-size intimates brand Mindd. The new effort “builds further on recent moves to embrace a more inclusive marketing approach,” which they report is leading to higher employee satisfaction and resonating with young consumers. YPulse’s Representation in Action trend report shows how reflecting diversity is crucial across many industries, with the majority of young consumers saying that when they choose what to buy, it’s important that products and brands represent all types of people. (RetailWire)