Victoria’s Secret shifts focus to revive declining sales with renewed emphasis on ‘sexiness’.
OAN’s Stephanie Stahl
5:31 PM – Wednesday, October 18, 2023
Victoria’s Secret Ditches “Woke Feminist” Rebrand in Favor of “Sexiness”
The American lingerie chain, Victoria’s Secret, is making a bold move to prioritize “sexiness” once again in order to revive its profitability.
In recent years, Victoria’s Secret has been trying to distance itself from its “hyper-sexualized” image by implementing changes such as canceling the annual Victoria’s Secret Fashion Show and featuring transgender and disabled models. However, these efforts have not been enough to overcome the challenges the brand faces.
Not only has Victoria’s Secret struggled with its image, but it has also faced increased competition from other lingerie brands like Skims by Kim Kardashian and Savage X Fenty by Rihanna.
Savage X Fenty, in particular, gained attention in 2018 for its inclusivity, showcasing a diverse range of body types and skin tones on the runway. This highlighted the lack of diversity in Victoria’s Secret’s shows and contributed to its decline.
The cancellation of the Victoria’s Secret Fashion Show in 2019 further fueled criticism of the brand for perpetuating unrealistic body standards. Reports revealed that Victoria’s Secret models, known as “Angels,” followed strict exercise regimens and restrictive diets.
“I do Pilates, some barre classes, weight training, and lots of squats… And because I’m working out so much, to keep up the energy, I eat a lot of protein and feed my muscles,” former Victoria’s Secret model Jasmine Tookes said in a 2015 interview.
In an attempt to regain cultural relevance and increase profitability, Victoria’s Secret disbanded the group of “Angels” in 2021 and started featuring more plus-size models in its campaigns.
Despite efforts to be more inclusive, Victoria’s Secret’s revenue has continued to decline. This fiscal year, the projected revenue is down 5% from the previous year.
Now, the brand is shifting its focus back to “sexiness” in hopes of boosting sales. Brand president Greg Unis stated, “Sexiness can be inclusive.”
“Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on,” Unis added.
Chief Executive Martin Waters acknowledged that the inclusivity initiatives did not yield the expected profitability.
“Despite everyone’s best endeavors, it’s not been enough to carry the day,” Waters said.
To increase sales, Victoria’s Secret plans to introduce activewear and swimwear, as well as update its existing stores and open new ones internationally.
In September, Victoria’s Secret released a new fashion show called “Victoria’s Secret: The Tour ’23,” which is available for streaming on Prime Video. This show combines elements of a documentary and a fashion event.
Despite its challenges, Victoria’s Secret still holds a significant market share in North America, accounting for approximately 20% of the lingerie market.
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How does Victoria’s Secret plan to regain its position as a leader in the lingerie industry and address societal changes while maintaining its traditional brand values
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