Victoria’s Secret is the Favourite UK & US Lingerie Brand


victorias secret
Figleaves US

Last month Lingerie List conducted an online survey to find out what your favourite brand is – we had over 700 responses from women in the UK and USA and there’s a clear winner: Victoria’s Secret.

Despite controversy around diversity¬†and only having a handful of stores in the UK, just over 37% of women said that the brand is their favourite. That’s almost double how many claimed La Senza was their favourite brand – the second most popular in the survey.

Other highstreet brands that made the cut are Boux Avenue (12.41%) and Ann Summers (11.65%). Despite the huge response, most answers focused on a small number of brands – out of the 700+ women who responded, there were fewer than 30 brands named in total.

While a highstreet presence certainly helped the most popular brands, it wasn’t a guarantee – Marks and Spencer were once the go-to for bra fitting and lingerie in the UK but only 1.52% of women said it was their favourite brand. More women opted for Curvy Kate (2.03%) and Freya 2.03%) who are largely sold online or through department stores.

Other surprises included Playful Promises – the independent brand was named as a favourite more times than international superbrand Wonderbra.

Luxury brands such as Agent Provocateur and La Perla had few nominations, which may be a reflection of budgets (and therefore first-hand experience) rather than knowledge of the brand itself. Just 3.04% of respondents named a luxury brand as their top choice.

Here’s a list of the UK & USA’s favourite brands, according to the August survey:

Ultimo (0.51%)

Dita Von Teese (2.03%)

Victoria’s Secret (37.22%)

Floozy by Frost French (0.13%)

Agent Provocateur (2.53%)

Ann Summers (11.65%)

Orchid Corsetry (0.13%)

Coco De Mer (0.25%)

La Senza (19.49%)

Boux Avenue (12.41%)

Love and Lemons (1.27%)

Oh So Lovely Intimates (0.13%)

La Perla (0.13%)

Calvin Klein (0.76%)

Aerie (1.01%)

Panache Cleo (0.51%)

Honey Birdette (1.52%)

Curvy Kate (2.03%)

Freya (2.03%)

Playful Promises (0.76%)

Marks and Spencer (1.52%)

Lepel (0.51%)

Wonderbra (0.51%)