With sales projected to be down 5% from last year and roughly down $1.3 billion from 2020, the Victoria’s Secret brand is looking to going back to the focus on “sexiness” in hopes to bring sales back up.
Victoria’s Secret brand had taken a hit the past few years with the launch of rivals such as Skims by Kim Kardashian and Savage X Fenty by Rihanna. Savage X Fenty has showcased a bigger range of body types and a more diverse representation of skin tones on the runway. The company also moved to make most of its board of directors female. The brand had faced criticism for its inclusivity, and in 2021 had disbanded their famous “Angels” models and added disabled models, plus sized models and a transgender to their roster.
The company’s sales were at a stand still and not as profitable as they hoped, despite their efforts to be more inclusive said Chief Executive Martin Waters. Victoria’s Secret is also expected to bring back their swimwear and active wear lines. Greg Unis, brand president of Victoria’s Secret and Pink brand said, “Sexiness can be inclusive,” and “Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on.”
Even with the drop in sales, Victoria’s Secret still remains the largest underwear retailer in North America.
By - FZ
