LOS ANGELES, CALIFORNIA: Victoria's Secret, the iconic lingerie empire, is making a bold return to its hyper-sexualized roots after a recent attempt to rebrand itself as a more inclusive retailer.
The reasons behind this strategic shift, the policies adopted during its comeback, and the brand's current trajectory led online users to claim that the brand prioritizes profits over "equality" and "diversity."
What led to Victoria's Secret's temporary closure?
Victoria's Secret's journey of change began when it decided to undergo a major image overhaul. In a bid to be more inclusive and representative, the brand retired its traditional 'Angel' supermodels and introduced a more diverse lineup, featuring celebrities like soccer player Megan Rapinoe and transgender model Valentina Sampaio.
This transformation, while gaining favorable online reviews, did not result in increased sales. As a result, the lingerie empire witnessed a drop in revenue, with projections for 2023 indicating a 5 percent decline from the previous year and an even more significant drop compared to 2020 when the brand reported earnings of $7.5 billion.
In response to this decline in sales and market performance, the brand decided to pivot back to its roots of "sexiness." Victoria's Secret insisted that this shift in direction had nothing to do with its inclusivity efforts, as an executive argued that "sexiness can be inclusive."
The decision to embrace a more provocative image and to prioritize sex appeal stemmed from a recognition that the company needed to revisit its core values and what had once made it an iconic brand.
Victoria's Secrets' policies after comeback
Victoria's Secret, led by CEO Martin Waters and Pink brand president Greg Unis, intends to infuse its "sexiness" with a newfound focus on celebrating the diverse experiences of its customers. This indicates an attempt to strike a balance between the brand's traditional allure and the evolving expectations of inclusivity and body positivity in today's market.
To bolster its position in the market, the brand is also planning to diversify its offerings by introducing activewear and swimwear, updating existing stores, and expanding with 400 new locations outside of the United States.
Current brand status
The current state of Victoria's Secret reflects a brand in transition. It's navigating a fine line between embracing its signature sensuality and adapting to the changing dynamics of the fashion industry.
The brand's recent history has been rife with criticism and controversy, including allegations of a "culture of misogyny, bullying, and harassment" at the company, which came to light in a 2020 investigation by The New York Times.
In response to these challenges, figures like Rapinoe have been vocal about the need for change, branding the old marketing approach "patriarchal" and "sexist." Despite this, Rapinoe launched her own sports collection with the retailer as part of its rebrand, indicating a willingness on the part of the brand to evolve.
Recent campaigns have included a mix of models and advocates, including Hailey Bieber, Emily Ratajkowski, Paloma Elsesser, and Ali Tate-Cutler, showcasing a more diverse representation. Still, Victoria's Secret faces stiff competition from more inclusive underwear brands like Rihanna's Savage X Fenty and Kim Kardashian's Skims.
In an attempt to rejuvenate its image and revive the iconic runway show format, Victoria's Secret launched 'Victoria's Secret: The Tour '23' in 2023, featuring prominent figures and celebrities.
Despite the strategic shift, the brand maintains its "absolutely committed to inclusivity, as our brand president stated at our investor day," as per a company spokesperson.
Victoria's Secret criticized for prioritizing profit over 'equality and diversity'
As news of Victoria's Secret's shift in strategy made its way to X, formerly Twitter, internet users lambasted Victoria's Secret for their position. A user claimed, "Just proves they don't care about "Equality" And "Diversity" but rather just the profits."
"Don’t blame it on woke if that’s the best they could come up with they need a better designer," another mocked. "Lol slaes dropped cause people knew yall didn't really care about wokeness. Just be true to who you are lmaoooo," read a tweet.
"People saw this and said NOPE," added another. A fifth person tweeted, "They finally realised that sex sells."
