Startup uses digital-first marketing methods to boost brand awareness

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Lingerie brand Victoria’s Secret is the largest retailer of women’s intimate apparel in the US, controlling around 35 percent of the market. While startups, like AdoreMe and True & Co have tried to capture a share of the market, none have come close to toppling Victoria Secret’s dominance. Michelle Cordeiro-Grant, who once worked as a merchant director at Victoria’s Secret, believes the best way to compete is to make lingerie that women actually wanted to wear. According to Grant, Victoria’s Secret focused on fantasy, instead of real life, because the company was run largely by men. She thereby started her…

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