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Why Victoria’s Secret Is Bringing Sexy Back

A much-hyped image revamp has failed to win back customers. On Thursday, the company told investors about Plan B: spruce up stores, expand into new categories and bring back a bit of the old Victoria’s Secret. As one executive put it, “sexiness can be inclusive.”
Hailey Bieber in black bra-and-garter set for Victoria's Secret.
A return to the familiar is a recurring theme for Victoria's Secret as it cautiously charts its path forward. (Victoria's Secret)

The radical transformation of Victoria’s Secret is over.

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Further Reading

The Victoria’s Secret Opportunity

Under new ownership and management, the lingerie giant will have a chance to truly transform itself and reclaim the market share it lost to body positive competitors.

The Inner Workings of Victoria’s Secret: A Chairman and His Circle

Creative director Ed Razek is exiting Victoria’s Secret as the brand suffers from sinking sales and media reports of past links to sex offender Jeffrey Epstein. But the root of the problem may be the very thing that made the company so successful in the first place: billionaire L Brands chairman Les Wexner’s tight grip on power.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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