Could a direct-to-consumer underwear brand really become the next

What would it take for brands like Parade, Knickey and Cuup to become the leader of a market dominated by Victoria’s Secret?
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Victoria's Secret to Buy Lingerie Brand Adore Me for $400 Million

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DTC Lingerie Brand Drives Profitable Growth With Performance TV - MNTN

Changes in the Marketing of Men's Underwear - The New York Times