Victoria’s Secret has long been a symbol of lingerie fashion, but the brand has struggled to maintain its former dominance in recent years. Faced with declining sales, criticism for lacking inclusivity, and a damaged public image, the once iconic brand is now embarking on a new strategy. The question remains: can troubled Victoria’s Secret recover, or will it fade further into irrelevance?

The Fashion Show’s Return and Rebranding Efforts

Victoria’s Secret recently made a notable move by bringing back its once-famous fashion show. This time, however, the show was different, designed to focus on inclusivity and diversity. The new production featured various models, including women of various sizes, ages, and ethnicities. By doing so, Victoria’s Secret signaled its attempt to embrace a more modern and inclusive image.

During the event, well-known figures like Gigi Hadid and Adriana Lima made appearances, but what stood out was the overall message of empowerment. By shifting the gaze to a more female-centered and diverse perspective, the brand hopes to reconnect with customers who previously felt excluded.

@victoriassecret | Instagram | Victoria’s Secret fashion show 2024 featured various models of various sizes, ages, and ethnicities.

Victoria’s Secret Shift in Marketing and Imagery

For years, Victoria’s Secret leaned heavily on a narrow definition of beauty, showcasing predominantly thin, White models in its campaigns. This approach, however, became outdated in an era where inclusivity and body positivity are paramount. As other brands like Savage X Fenty rose in popularity by embracing diversity, Victoria’s Secret struggled to keep up.

The brand’s new marketing efforts aim to change that. Instead of the hyper-sexualized imagery that once defined Victoria’s Secret, the company now promotes products that cater to a wider audience. This shift includes a broader range of lingerie, with comfort and diversity at the forefront, attempting to win back consumers lost in the last decade.

The Struggles of Modernization

Modernizing a brand as entrenched in a specific image as Victoria’s Secret has not been an easy task. Criticism remains, with some accusing the company of making surface-level changes rather than embracing a genuine transformation. While the brand has attempted to distance itself from its controversial past, such efforts can be inauthentic.

Marketing experts have noted that Victoria’s Secret’s rebranding efforts lack the clear vision needed to fully resonate with today’s consumer. The company must continue evolving if it hopes to truly rebuild its image. Failure to do so could lead to further alienation as consumers increasingly gravitate toward brands that reflect their values.

The Competitive Landscape

In addition to its internal struggles, Victoria’s Secret faces fierce competition from newer, more dynamic brands that have already captured the market. Savage X Fenty, led by Rihanna, has become a powerhouse in the lingerie industry by offering inclusive sizing, diverse casting, and modern styles. Other brands have also followed this path, leaving Victoria’s Secret scrambling to reclaim lost ground.

While Victoria’s Secret still holds significant brand recognition, it is no longer the sole giant it once was. Competitors are pushing boundaries regarding representation and inclusivity, which has reshaped the lingerie landscape. Victoria’s Secret will need to adapt quickly if it hopes to maintain its relevance.

Amina Ayoud | MSN | Competitors like Savage X Fenty, led by Rihanna, have become a powerhouse in the lingerie industry by offering inclusive sizing, diverse casting, and modern styles.

Public Perception and Recent Controversies

Public opinion surrounding Victoria’s Secret took a major hit in the late 2010s due to several controversies. Comments made by former executives regarding transgender and plus-size models sparked outrage, and the brand’s connection to controversial figures only further damaged its image. These controversies highlighted a disconnect between the brand and the values of today’s consumers.

Although the company has made efforts to recover from these public missteps, it remains to be seen if those efforts are enough. Victoria’s Secret must demonstrate a real commitment to change or risk further erosion of its reputation.

Moving Forward: A Work in Progress

Victoria’s Secret’s attempts to revitalize its image and reconnect with customers are still in their early stages. The recent fashion show, with its diverse cast and focus on comfort, is a step in the right direction. However, it is clear that the brand’s path forward will not be easy. The brand’s leadership acknowledges that the journey is far from over, referring to the rebranding as a work in progress.

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