After spending the last two years completely overhauling its brand image to become more inclusive, Victoria’s Secret has finally decided to go back to old basics and reclaim the lingerie market.
The American brand wants to focus on expanding its swimwear and sportswear product offering after experiencing a decline in sales since its image change.
Victoria’s Secret forecast sales of $6.2 billion this year, down 5% from 2022 and below the $7.5 billion in 2020, CNN reported.
If the more inclusive campaigns – featuring soccer player Megan Rapinoe or transgender model Valentina Sampaio, among others – were attractive, that enthusiasm was not reflected in sales.
Lately, it’s the faces of models like Hailey Bieber and Emily Ratajkowski who have found a place on the brand’s advertising posters.
The American brand also tried to revive its famous lingerie show last month.
“Sexy can be inclusive,” said Greg Unis, president of Victoria’s Secret and Pink brands, according to CNN.
“Despite our best efforts, it hasn’t been enough to move things forward,” said Martin Waters, the company’s managing director of brand transformation.
To get back on track, Victoria’s Secret and its Pink sub-brand will modernize approximately 1,400 stores and open 400 new stores outside North America.