Female Millennial, Gen-X Opps: Adore Me to be acquired by Victoria's Secret

Sales Lead: D2C intimates brand Adore Me (AM) recently announced that it will soon be acquired by Victoria's Secret (VS).

• The shift will allow VS to improve its customer shopping experience and bolster the modernization of its digital platform.
  • AM's "Home Try-On" service will also become available to VS.
• It will also expand VS's fan base to include AM's 1.2m+ active customers.
• The deal is expected to close by the end of January 2023.
• The company (AM) will likely:
  • Return to heavier ad spend once the deal closes
  • Seek new agency partners
• Target demographic: 
  • Millennial and Gen-X women
    • VS and AM both focus on sustainability, which appeals to millennials.
    • AM's additional focus on body positivity also appeals to this audience.
  • ​​​​​​​Its national TV commercials also target Spanish-speaking audiences.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: AM hasn't utilized national TV since Q1 2022, when it allocated around $3m, up 20% from when it had allocated around $2.5m within the same 2021 timeframe.
  • Last year: The company allocated roughly $3.3m toward this channel last year, a huge increase from the roughly $704.3k allocated in 2020.
  • 2022 ad programming: AM's 2022 commercials have targeted Gen-X watching shows such as NCIS, Law & Order: Special Victims Unit, Two and a Half Men, Enamorándonos, and The Golden Girls.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $14.3m on digital ads, down 18% from the approximately $17.4m spent by this point last year.
  • YTD data: AM has earned ~1..8b digital impressions YTD via Facebook (65%), Instagram (34%), and desktop video/YouTube (1%) ads.
  • Last year: The company's estimated full-year 2021 spend reached $21.1m, a 29% increase from that of $16.3m in 2020.

Additional agency insights:

• Opportunity: AM may seek new agency partners under VS's leadership, so get in touch soon to be top-of-mind
• Current agency roster (AM):
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.

Read our recent update on Victoria's Secret here.