But the target of that fantasy is increasingly outside the United States. While Victoria's Secret still dominates the lingerie market here, its reign is diminishing: over the past five years, its market share has declined as younger brands like American Eagle's Aerie and direct-to-consumer startups such as ThirdLove won over younger consumers with body-positive messaging and comfort-oriented products. Parent company L Brands recently replaced Victoria's Secret chief executive Jan Singer with Tory Burch president John Mehas, and promised that "everything" is up for review.