Determinants of Successful Femvertising in the Lingerie Industry: A Case Study on VS Collective and Aerie Real

With the rise of the feminist movement in recent years, many brands began to adhere to the movement's values, launching campaigns focused on inclusion, diversity, and women's empowerment, which became known as femvertising. However, there is a lack of research exploring how brands that adhere to similar feminist principles in their respective advertising are received differently by the public. This study aims to fill this literature gap and contribute to the growing body of research by investigating how femvertising principles are incorporated into the advertising strategies of Victoria’s Secret and American Eagle Outfitters (AEO). To this end, this study relies on a comparative analysis of these two prominent brands within the lingerie industry. The findings of this study reveal that a key marker of authenticity, and therefore one of the main determinants of the success of a feminist campaign, is the coherence of advertising messages with the brand's corporate practices, products, and social initiatives.