Hume, M. and M. Mills. 2013. Uncovering Victoria’s Secret.

Hume, Margee and Michael Mills. 2013. “Uncovering Victoria’s Secret: Exploring Women’s Luxury Perceptions of Intimate Apparel and Purchasing Behavior.” Journal of Fashion Marketing and Management 17(4): 460-485.

Women’s lingerie market as growing, estimated at $30 billion US, with prospects for growth – highly competitive market. Incorporation of Veblen’s conspicuous consumption – projection of class into material consumption, however what to make of inconspicuous consumption? Lingerie, particularly bras, usually studied through a utilitarian perspective, as a means for good health, not fashion.


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