Victoria’s Secret’s woke, feminist rebrand is over. The lingerie retailer is ditching its radical makeover of recent years — to crib from the Justin Timberlake hit song — “bring sexy back.”
Abandoning its hyper-sexualized image has cost the retailer billions in sales, CNN reports. Victoria’s Secret’s revenue is projected to be $6.2 billion for 2023, 17.3% less than $7.5 billion in 2020.
As CEO Martin Waters remarked of the experiment, “Despite everyone’s best endeavors, it’s not been enough to carry the day.”
The brand’s aim with its radical approach was not just to appeal to the left, but to regain cultural relevance among younger customers and compete with upstarts Savage X Fenty, Parade and ThirdLove.
One of Victoria’s Secret’s more inclusive brand spokesmodels, for instance, was outspoken leftist Megan Rapinoe, an LGBTQ professional women’s soccer player.
While the Rapinoe campaign and another featuring transgender model Valentina Sampaio gained accolades from online critics, they never sparked the enthusiastic sales that its famous “Angels” supermodels — Gisele Bündchen, Candice Swanepoel and other big names — did in Victoria's Secret's aughts-era heyday.
Rapinoe first attracted the attention of Victoria’s Secret management in 2021 by criticizing the company for its “really harmful” message that she said was “patriarchal, sexist … through a male lens.”
Victoria’s Secret and Pink Brand President Greg Unis now proclaims: “Sexiness can be inclusive. Sexiness can celebrate the diverse experiences of our customers, and that’s what we’re focused on.”
Not only is Victoria’s Secret marketing returning to its roots, but the company is expanding beyond bras, underwear and pajamas to again offer swimwear and activewear.
Brand new for Victoria’s Secret customers will be the offering of loungewear, sweaters, slip dresses and corset tops. The Pink brand will now include fleeces, sweatpants and tracksuits.
Outlets are also getting a “store of the future” makeover with bright lighting, soft décor and a wider entryway.
Despite its marketing missteps, Victoria’s Secret is still the largest underwear retailer in North America, with a 20% market share.