For decades, Victoria’s Secret wasn’t just a brand; it was a cultural phenomenon. The Angels, the iconic fashion shows, and its hyper-glamorous image shaped an aspirational world of beauty and luxury. But behind the glittering façade lay a murky past – one that nearly brought the brand to its knees. Today, Victoria’s Secret is attempting one of the most ambitious brand turnarounds in history, and the lessons from this journey are profound.
When the fantasy crumbled
Victoria’s Secret ruled the lingerie industry for years, but the cracks in its armour became undeniable. Controversies surrounding its former CEO, Les Wexner, and ties to Jeffrey Epstein shook consumer trust. Meanwhile, its marketing strategy, hyper-sexualised and narrow in its depiction of beauty, began to feel tone-deaf in an era championing inclusivity, body positivity, and authenticity.
The numbers reflected this disconnect. Sales stagnated, and younger competitors like Savage x Fenty emerged, embracing diversity and inclusivity in ways Victoria’s Secret had never dared. The Angels, once symbols of allure, began to feel more like relics of an outdated era.
The turning point
Faced with declining sales, a tarnished reputation, and growing irrelevance, Victoria’s Secret had no choice but to evolve. In 2021, the brand took a bold step: it publicly acknowledged its mistakes. Gone were the Angels and their unattainable ideals. In their place came the “VS Collective,” a group of diverse and influential women, including Priyanka Chopra Jonas and Megan Rapinoe, tasked with reshaping the brand’s image.
This was more than a marketing pivot; it was a cultural shift. Victoria’s Secret began redefining what it stood for: empowerment over objectification, diversity over exclusivity, and authenticity over perfection.
The rebuild
Victoria’s Secret didn’t just rebrand, it rewired its entire approach to marketing and consumer engagement. This included:
- Inclusivity in representation: Ads now featured women of all shapes, sizes, ethnicities, and ages, reflecting a broader spectrum of femininity.
- Empowering messaging: The brand shifted its tone from “wear this to be desirable” to “wear this to feel confident.” The focus was no longer on pleasing others but on celebrating individuality.
- Collaborations with change makers: Partnering with influencers and advocates like Rihanna, who challenge traditional norms, helped Victoria’s Secret tap into a younger, socially conscious audience.
- Product diversification: The introduction of sportswear, loungewear, and inclusive sizing marked a significant expansion, ensuring the brand catered to every stage of a customer’s lifecycle.
Nurturing loyalty
Victoria’s Secret’s strategy is rooted in understanding consumer behaviour and lifecycle marketing:
- Building relationships early: The Pink line targets young girls and college-aged women, positioning itself as their first stop for fun and affordable lingerie. Campus activations, like handing out free products, make the brand playful and approachable.
- Lifecycle continuity: As Pink customers mature, they naturally transition into the main Victoria’s Secret line. The brand has created a seamless journey, ensuring that it stays relevant to women as their tastes and needs evolve.
- Behaviour-driven marketing: By weaving perfumes, lotions, and accessories into its product mix, Victoria’s Secret ensures its stores appeal to all demographics. The strategic placement of these products throughout stores makes shopping intuitive and enjoyable, normalising what could otherwise be an intimidating experience.
- Data-driven personalisation: Victoria’s Secret uses customer data to refine its email marketing strategy. Tailored recommendations based on past purchases, browsing history, and seasonal trends create a sense of personal connection.
The challenges
While the brand has made significant strides, the shadow of its past still lingers. Its murky history can’t be erased overnight, and some consumers remain skeptical about its transformation. The question persists: is this change genuine, or is it another corporate ploy to regain lost ground?
To fully reclaim its position, Victoria’s Secret must prove that its reinvention is more than surface-level. This means continuing to listen to its audience, amplifying diverse voices, and embedding its new values into every corner of its business.
The lessons
Victoria’s Secret’s journey offers valuable lessons for businesses during turbulent times:
- Adapt or perish: The market evolves, and so must brands. Ignoring societal shifts and clinging to outdated ideals is a recipe for irrelevance.
- Transparency is non-negotiable: Acknowledging past mistakes isn’t a weakness; it’s a strength. Consumers value honesty and are more likely to forgive a brand that owns up to its flaws.
- Put people first: Today’s consumers demand representation, inclusivity, and authenticity. Brands that fail to put their audience at the heart of their strategy risk losing them altogether.
- Long-term thinking wins: Short-term campaigns might spike sales, but building loyalty takes time. Victoria’s Secret’s focus on lifecycle marketing ensures it remains a part of its customers’ journey for years to come.
What’s next for Victoria’s Secret?
The brand still has a long way to go. Rebuilding trust, especially after such public missteps, is no easy feat. But its willingness to change, combined with a more inclusive and thoughtful approach to marketing, suggests a promising future.
Victoria’s Secret’s transformation is proof that even the most iconic brands can stumble, fall, and rise again, stronger than before. As consumers, we’ll watch this journey unfold with interest, wondering if it can truly balance its glamorous past with its more inclusive future.
So, what do you think? Has Victoria’s Secret done enough to earn back consumer trust, or does it still have more work to do?