Rascasse Audience Intelligence

Victoria's Secret Target Market in United States

Victoria's Secret has an estimated audience of 23.5M people in United States.

#1among Lingerie in United States
#144among brands in United States#62in Fashion & Accessoires

The average Victoria's Secret fan in United States is 38.5 years old, more female, and lives primarily in California.

By number of fans, Victoria's Secret ranks #1 among the 54 objects in Lingerie in United States — 174.2× the group median.

Its fans are 1.9 years older than the group average of 36.6.

Women make up 83.6% of the fan base, 10.4 percentage points more than the group average.

Compared with the other 53 objects in Lingerie, Victoria's Secret fans stand out for their interest in Princess Polly, Aritzia and Purchase discount.

Interest is seasonal: January, November and December account for 36% of the year's searches, April is the quietest month.

Most fans live in California, Florida, Texas.

Top affinities include Princess Polly, Aritzia, Purchase discount, with strongest over-indexing on Princess Polly (9.74× the country average).

Demographically, the Victoria's Secret audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

The typical Victoria's Secret fan in United States is more female, around 38.5 years old, with strong Indulgence tendencies and a notable affinity for Princess Polly.

Category: Fashion & Accessoires · Type: Brand · Subtype: Lingerie

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
23.5M
in United States
Gender
83.6%♀
16.4% male
Age
38.5
average years
Country rank
#1331
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Victoria's Secret

83.6% are female, 16.4% are male, average age 38.5.

Fig. 02

Gender split

83.6%
Female
16.4%
Male
Demographic split for Victoria's Secret audience in United States
MetricValue
Female83.6%
Male16.4%
Average age38.5
Estimated audience size23.5M
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Victoria's Secret audience in United States
Age bracketShare%
16-2421%
25-3422%
35-4421%
45-5421%
55+15%
Fig. 04

Worldwide distribution

34.6%

of the worldwide Victoria's Secret audience comes from United States.

Worldwide audience distribution share by country for Victoria's Secret
CountryShare
United States34.6%
Italy5.6%
United Kingdom4.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Victoria's Secret customers by region in United States
#RegionReachAffinity×
01Florida~2M1.32×
02New York~2M1.27×
03West Virginia~200K1.25×
04California~3.5M1.22×
05Mississippi~200K1.20×
06Texas~2M1.19×
07New Jersey~800K1.16×
08Nevada~300K1.16×
09Kentucky~400K1.15×
10Louisiana~400K1.13×
11Illinois~1M1.11×
12Alabama~400K1.11×
13Connecticut~300K1.10×
14Arizona~600K1.09×
15Rhode Island~80K1.08×
16Georgia~800K1.06×
17Massachusetts~500K1.05×
18Ohio~900K1.04×
19New Mexico~200K1.03×
20Delaware~70K1.03×
21Pennsylvania~900K1.02×
22Tennessee~500K1.01×
23Indiana~500K1.01×
24Arkansas~200K1.01×
25Nebraska~100K0.99×
26North Dakota~50K0.99×
27North Carolina~800K0.98×
28Maryland~400K0.98×
29South Carolina~400K0.97×
30Utah~200K0.97×
31Michigan~700K0.96×
32Colorado~400K0.95×
33Kansas~200K0.95×
34Idaho~100K0.95×
35Virginia~600K0.94×
36Iowa~200K0.94×
37Missouri~400K0.93×
38Oregon~300K0.91×
39Oklahoma~300K0.91×
40Wisconsin~400K0.90×
41Minnesota~400K0.90×
42Hawaii~90K0.90×
43Washington~500K0.87×
44South Dakota~50K0.86×
45Wyoming~30K0.85×
46New Hampshire~80K0.84×
47Montana~60K0.83×
48Vermont~40K0.80×
49Alaska~40K0.76×
50Maine~70K0.75×
Fig. 06

Affinity by region

Affinity by region — Victoria's Secret, United States
0.75×1.00×1.32×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Victoria's Secret audience vs. the country average
#·InterestCategoryAffinity×
01Princess PollyFashion & Accessoires9.74×
02AritziaFashion & Accessoires5.40×
03Purchase discountShopping5.32×
04Sportswear (fashion)Fashion & Accessoires4.76×
05AerieShopping3.84×
06Aerie (American Eagle Outfitters)Brand3.41×
07Fashion NovaShopping2.62×
08Women's clothingFashion & Accessoires2.46×
09Old NavyFashion & Accessoires2.12×
10WomanKids & Family2.00×
11Men's clothingFashion & Accessoires1.98×
12ChildKids & Family1.97×
13CouponsShopping1.85×
14BeveragesFood & Beverages1.73×
15EducationBusiness & Career1.68×
16Food and drinkFood & Beverages1.67×
17FoodFood & Beverages1.64×
18GiftShopping1.59×
19RestaurantsFood & Beverages1.55×
20Target CorporationShopping1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Victoria's Secret audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Victoria's Secret audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.51×
Luxury OrientationPREMIUM1.45×
Convenience OrientationPREMIUM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Victoria's Secret audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.58×
Risk AppetiteTHRILL0.72×
Early Adopter MentalityPOWER0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Lingerie audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Victoria's Secret over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/victorias-secret-18758” · Methodology