MOSCOW, 20 Oct. Women's lingerie brand Victoria's Secret will abandon its feminist image due to falling sales, writes The Independent.
Company executives want to return to «sex appeal» instead of body positivity after the rebranding had a negative impact on business.< br />Victoria's Secret has developed a revenue-boosting plan that includes reviving swimwear and sportswear and expanding its range of slip dresses and corsets.
In 2018, the lingerie brand moved away from glamorous runways and signature «angels» and began promoting a diverse agenda, inviting plus-size and transgender models to shows.
However, sales profits decreased annually. This year, revenue is expected to be $6.2 billion, a billion less than reported in 2018.
Executives assessed the losses and decided to return to the original images.
«»Sexuality can highlight the diverse experiences of our customers, and that’s what we’re focused on,” said Victoria’s Secret Youth Enterprise Brand President & Pink Greg Younis.
The brand's September TV show The Tour '23 featured Naomi Campbell, Gigi Hadid, Emily Ratajkowski, Hailey Bieber, Julia Fox and other models.
Victoria's Secret specializes in selling women's lingerie lingerie, swimwear, clothing and perfumes. In 2021, it was spun off from the American corporation L Brands into a separate independent company.
Previously, the brand suspended the operation of its stores and website in Russia after the start of the SVO.