Much like their once-iconic bras, Victoria’s Secret has taken a plunge. What was previously considered the most famous and sought-after lingerie brand in the world, has become increasingly irrelevant. After refusing to change their advertising, embrace multiple body-types, or pivot technologically, it was no surprise to see their pink-and-black storefronts closing across the country. In an effort to not go completely under, Victoria’s Secret introduced the VS Collective, an audacious rebranding campaign that ditches the “Angels” for brand ambassadors and advisors that promote diversity, gender equality, education, and body positivity, but has the brand been damaged beyond repair?
A quick brief on the bra and brief mogul
Victoria’s Secret was founded in 1977 so men could feel more comfortable when buying lingerie for their wives. Fast forward a couple decades and they are the largest lingerie retailer in the US with stores in virtually every mall, the Victoria’s Secret Fashion Show, swimwear catalogs, fragrances, and of course, Pink. The likes of Tyra Banks, Heidi Klum, and Gisele Buenchen all launched their careers with the brand. They were at the height of their success in the early 2000’s with record sales, promising products, and an army of loyal fans.
Les is less
With Les Wexner, the billionaire-businessman behind such brands as the Limited, Bath & Body Works, and Abercrombie & Fitch, the company seemed untouchable. However, Wexner had a long-standing relationship with, and influence from Jeffery Espstein. When Epstein was arrested, Wexner claimed they cut ties a decade prior, but a poorly-handled PR campaign, a CMO that couldn’t stop saying shocking or derogatory things, and allegations of Wexner being an accomplice to Epstein, the harm was already done to the brand.
In addition to that, Wexner and Victoria’s Secret caused further harm by doubling down on promoting dangerous body standards and the concept of sexiness through the male lens, not what women want. While it was true to their roots, it fell very short of what consumers wanted and deserved.
A breath of fresh Aerie
The past decade there has been a noticeable movement in the lingerie industry with body positivity and inclusivity being more important than ever. In 2014 Aerie introduced their Real campaign where they promoted size- and shape-inclusive undergarments that were made for everyday wear. They used unphotoshopped models that were diverse in their size, ethnicity, age, and shape to promote the idea of real people and comfort. When asked if Victoria’s Secret would consider moving in this direction, Wexner famously said, “Nobody goes to a plastic surgeon and says, ‘Make me fat.’”
Rhianna made me rebrand
In 2018, pop icon Rhianna launched Savage X Fenty, a lingerie brand that “celebrates fearlessness, confidence, and inclusivity.” The line is targeted at women of all sizes with models reflecting that as all women tend to use bras. More than just the merchandise, Savage X Fenty, AdoreMe, and ThirdLove offer online-exclusive subscriptions or discounts that build loyalty and eliminate the need to go to a mall at all.
Rebranding Victoria’s Secret
So does the world still need Victoria’s Secret? The VS Collective certainly thinks so. Consisting of Adut Akech, Amanda De Cadent, Eileen Gu, Megan Rapinoe, Paloma Elsesser, Priyanka Chopra Jonas, and Valentina Sampaio, this Avengers-level gathering of talent, activists, and advocates could literally save the world, but can they save Victoria’s Secret? That remains to be seen but it is impossible to imagine that these champions for equality and wellness would have signed on if all they were getting was over-sized wings and gemstone bras.
Not much has changed in that the world is still watching Victoria’s Secret but for a completely new reason: What will they do with this rebrand?
If you’re looking for a rebrand, let Brand Iron help! We’re a team of highly skilled professionals and would be happy to take your business to the next level. Contact us, today!
CEO | Brand Champion
Michael Doyle has been changing the face of Brand Marketing for over two decades. He built a tech-based advertising agency, DNA Advertising, into a multi-million dollar company. Michael sold the company as part of a national IPO in 2000. Michael founded Brand Iron in 2002 and has since lent his expertise to hundreds of other businesses in dozens of industries around the world.
