Victoria’s Secret isn’t doing so well. Sales are down, and competitors are muscling in to its once-dominant market for women’s underwear. Commentators have breathlessly pronounced that the “culture has shifted” and that blatant appeals to idealized sexuality no longer work. Hmm. I guess I’ll believe that when I stop seeing those same blatant attempts working for other brands. How about a simpler explanation: Victoria’s Secret is a fashion brand. Fashion brands are tied to trends and fads. Trends and fads change. Victoria’s Secret was luckier (and better) than most, and had a good run. If the company can make an even stronger pivot to more functional (and still sexy) athleisure, tune their promotions away from wafer-thin models with strapped on wings, adjust their pricing strategy, and get more creative than “more mall stores” in their channel strategy, I wouldn’t be surprised if Victoria’s Secret regained its footing.
Photo credit: Rio Ranch Observer
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