Word on the street is that Victoria’s Secret is ready to dial down their super sexy image and migrate back to a more feminine look in lingerie. The brand has been shouting SEX for the past few years, even enlisting the help of the Spice Girls during their last sizzling ad campaign for their Very Sexy Bra and Fantasy Bra lines.
The company was founded in 1977 in San Francisco. Their racy and lacy catalog’s are mailed to over 350 million homes each year. Victoria’s Secret raised the bar in 2001 when they took their spin on fashion to prime-time television. The first ever televised fashion show aired by ABC stirred controversy when concerned viewers complained to the FCC about the indecency of the scantily clad models. Fortunately for VS, the FCC and the majority of their viewers didn’t feel the same way. On the contrary, millions tuned in and enjoyed the provocative parade.
One reason why the mega brand has decided to recapture a more ultra feminine theme is a matter of money. Victoria’s Secret reported a 4th quarter profits dropped by 12%. The $7 billion dollar a year enterprise considers the recent downturn in business significant and is examining their entire line to make sure they are remaining relevant to their core customers.
The retail industry as a whole has seen a softening in business which is easier for a mega retailer to accept than a loss in market share to one of their competitors. Their marketing group is likely working 24/7 to tweak the branding message. Look for some changes but not a major shakeup.
Check out more from Victoria’s Secret after the jump.