Brandwave

How popular isVictoria's Secret?

In September 2026, people searched for Victoria's Secret by name about 176,000 times in the United States, a 21.7% decrease from the previous year. These searches made up 7.3% of all United States underwear brand searches, placing Victoria's Secret sixth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about underwear brands, Victoria's Secret did not appear in any of the answers.

Search and AI answers in September 2026

Victoria's Secret is the sixth most searched of 13 competitors and not listed in any AI answer.

  1. MeUndiesShare of searches 24.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. Calvin KleinShare of searches 20%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. JockeyShare of searches 8.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HanesShare of searches 7.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Victoria's SecretShare of searches 7.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victoria's Secret did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Tommy John1st
  2. Hanes2nd
  3. Aerie2nd
  4. Calvin Klein4th
  5. MeUndies5th
  6. Bombas6th
  7. Jockey–
  8. SKIMS–
  9. Victoria's Secret–
  10. Knix–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Tommy John5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hanes4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Calvin Klein2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aerie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MeUndies1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bombas1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SKIMS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Knix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about underwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which underwear brands compete with Victoria's Secret?

Victoria's Secret against underwear brands in the United States, by month

Share of searches by month for MeUndies, Calvin Klein, Jockey, Hanes, SKIMS, Victoria's Secret, Aerie, Knix, Tommy John, Branwyn, Thinx. The figures are in the table below the chart.

View monthly share of searches table
MonthMeUndiesCalvin KleinJockeyHanesSKIMSVictoria's SecretAerieKnixTommy JohnBranwynThinxSAXXBombas
Oct 202524.5%16.4%6%7.3%16.4%7.3%4.9%4.9%6%1.5%2.2%1.5%0.98%
Nov 202528.2%18.9%6.9%6.9%6.9%6.9%5.7%5.7%6.9%1.7%2.1%2.1%0.93%
Dec 202527.9%18.7%5.6%8.4%6.9%8.4%5.6%4.6%6.9%1.4%1.7%3.1%0.92%
Jan 202628.8%15.8%7.1%8.7%7.1%7.1%5.8%7.1%5.8%1.4%2.1%2.1%1.2%
Feb 202626.3%21.4%6.4%9.6%6.4%6.4%5.3%6.4%5.3%1.6%1.9%1.9%0.86%
Mar 202616.1%44.1%5.9%4.9%4.9%4.9%4%5.9%4%1.5%1.8%1.5%0.65%
Apr 202621.3%26.2%7.9%7.9%6.4%6.4%4.3%7.9%5.3%1.9%2.3%1.6%0.7%
May 202617%38%6.3%6.3%4.2%5.1%4.2%7.7%5.1%1.9%1.9%1.9%0.56%
Jun 202618%32.9%8.1%5.4%4.4%6.6%4.4%9.9%4.4%1.6%1.6%2%0.59%
Jul 202619.9%24.4%7.3%7.3%9%7.3%4.9%9%4.9%1.8%1.8%1.8%0.65%
Aug 202619%28.6%7%7%7%7%5.7%7%5.7%1.7%1.7%1.7%0.76%
Sep 202624.3%20%8.9%7.3%7.3%7.3%6%6%6%2.2%2.2%1.8%0.79%

  1. 1.MeUndies

    24.3%

    Moved from 2nd to 1st. 110K estimated branded searches, 0% vs prior month. Share +5.2 points.

  2. 2.Calvin Klein

    20%

    Moved from 1st to 2nd. 90.5K estimated branded searches, -45.2% vs prior month. Share -8.6 points.

  3. 3.Jockey

    8.9%

    Moved from 4th to 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +1.9 points.

  4. 4.Hanes

    7.3%

    Moved from 3rd to 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share +0.3 points.

  5. 5.SKIMS

    7.3%

    Moved from 6th to 5th. 33.1K estimated branded searches, -18.3% vs prior month. Share +0.3 points.

  6. 6.Victoria's Secret

    7.3%

    Moved from 7th to 6th. 33.1K estimated branded searches, -18.3% vs prior month. Share +0.3 points.

  7. 7.Aerie

    6%

    Moved from 8th to 7th. 27.1K estimated branded searches, -18.1% vs prior month. Share +0.3 points.

  8. 8.Knix

    6%

    Moved from 5th to 8th. 27.1K estimated branded searches, -33.1% vs prior month. Share -1 points.

  9. 9.Tommy John

    6%

    Held 9th. 27.1K estimated branded searches, -18.1% vs prior month. Share +0.3 points.

  10. 10.Branwyn

    2.2%

    Held 10th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  11. 11.Thinx

    2.2%

    Moved from 12th to 11th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  12. 12.SAXX

    1.8%

    Moved from 11th to 12th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  13. 13.Bombas

    0.79%

    Held 13th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between Victoria's Secret and its closest rivals

Every comparison with Victoria's Secret

34 comparisons

How has branded search demand for Victoria's Secret changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Victoria's Secret in the United States fell from 225K to 176K.
  • Across the 12 months ending September 2026, Victoria's Secret’s share of searches among underwear brands in the United States peaked at 8.4% in December 2025 and was lowest at 4.9% in March 2026.
  • Across the 12 months ending September 2026, Victoria's Secret fell from 5th to 6th among underwear brands in the United States.

How did search popularity change for United States underwear brands in September 2026?

6 changes

  1. In September 2026, MeUndies overtook Calvin Klein to become the leader among underwear brands in the United States, with 24.3% of the searches.

  2. In September 2026, Jockey overtook Hanes to rank 3rd among underwear brands in the United States, with 8.9% of the searches.

  3. In September 2026, Calvin Klein lost share of searches among underwear brands in the United States, from 28.6% to 20%.

  4. In September 2026, Knix lost share of searches among underwear brands in the United States, from 7% to 6%.

  5. Aerie’s share of searches among underwear brands in the United States has gained ground for 3 months in a row, from 4.4% to 6% in September 2026.

  6. Tommy John’s share of searches among underwear brands in the United States has gained ground for 3 months in a row, from 4.4% to 6% in September 2026.

How are Victoria's Secret’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Victoria's Secret’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • victoria secret bras
  • victoria secret perfume
  • victoria secret underwear

Do you work for Victoria's Secret? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Victoria's Secret compete?

Victoria's Secret is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands4th of 156.7%Show ranking
Bra brands8th of 115%Show ranking
Underwear brands6th of 137.3%Shown above
Creator with pink hair and a pink jacket

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