Victoria's Secret: Learning from the past to build a more inclusive future
Tyra Banks leads the brand into a new era.
The lingerie industry has witnessed a significant transformation in recent years, and few brands exemplify this shift better than Victoria's Secret. Once the ultimate authority on glamour, the brand’s iconic annual fashion show was a global sensation. But as beauty ideals evolved and consumer expectations shifted, Victoria's Secret found itself out of step with the times.
Now, after a few years away from the spotlight, the brand relaunched its fashion show on 16 October 2024, promising a more inclusive and diverse vision. For brand owners, the Victoria's Secret journey offers valuable lessons on the importance of adaptability, authenticity, and understanding what today’s consumers expect.
A Falling Star
Victoria's Secret's meteoric rise was fuelled by its aspirational marketing. The brand built its empire around the famous Victoria's Secret Angels—models who were tall, thin, and predominantly Caucasian. These women became cultural icons, and the annual fashion show was a must-watch event, featuring glamorous lingerie, star-studded performances, and plenty of spectacle.
However, by the late 2010s, cracks began to appear. As the conversation around body positivity and inclusivity grew louder, Victoria's Secret was slow to change. The brand continued to promote a narrow standard of beauty, even as consumers increasingly demanded more diversity in fashion and media.
In 2018, then-CMO Ed Razek’s comments dismissing the inclusion of trans and plus-size models sparked outrage. This moment highlighted how out of touch the brand had become. Sales began to decline, with competitors like Savage X Fenty, founded by Rihanna, rapidly gaining ground by embracing inclusivity and celebrating body diversity. The 2019 decision to cancel the fashion show was a clear sign that Victoria’s Secret needed to reimagine its future.
The Power of Adaptability
Victoria's Secret’s struggles teach an important lesson about adaptability. The lingerie market is a perfect example of how quickly consumer values can shift. Brands that fail to evolve alongside these changes risk becoming irrelevant, no matter how established they are.
Other brand owners should take note: listening to your audience is crucial. When cultural values around inclusivity and representation started changing, many brands, including Savage X Fenty, responded swiftly by offering diverse sizing, featuring models of all backgrounds, and marketing beauty in a way that made every customer feel seen. Victoria’s Secret’s lag in adapting to these changes cost them not only sales but also consumer trust.
A New Direction
In recent years, Victoria's Secret has recognised that to regain its position, it needs to reflect modern values. The brand has undertaken a significant overhaul, both internally and externally, to reshape its identity.
One of the most visible changes came in 2021, when the brand replaced its Angels with the “VS Collective”—a group of women selected not so much for their appearance but for their achievements and advocacy. This diverse group includes prominent figures like football star Megan Rapinoe, actor and activist Priyanka Chopra Jonas, and plus-size model Paloma Elsesser. These women represent different body types, ethnicities, and stories, reflecting the diversity of Victoria's Secret’s evolving customer base.
Beyond rethinking their ambassadors, Victoria's Secret has expanded its product range, offering inclusive sizing and prioritising comfort and individuality over unattainable ideals. The fashion show on 16 October extended this vision further. The runway featured models from a wide variety of backgrounds, body shapes, and gender identities, showcasing that beauty is no longer confined to a singular mould. But it still has a long way to go.
Inclusivity is Non-Negotiable
For brand owners looking to stay relevant, inclusivity isn’t just a marketing trend—it’s essential. Consumers today value authenticity and want to see themselves reflected in the brands they support.
Here’s what other businesses can learn from Victoria’s Secret’s reinvention:
1. Evaluate Your Brand’s Representation
Does your brand reflect the diversity of your target audience? Whether it’s in your marketing, product offerings, or leadership, make sure that your brand speaks to a broad range of consumers.
2. Stay Connected to Cultural Shifts
Consumer values are constantly evolving, and it’s important to stay ahead of those shifts. Brands like Savage X Fenty succeeded because they listened to their audience and embraced inclusivity early on. Staying in tune with cultural conversations can help your brand avoid being caught flat-footed.
3. Prioritise Authenticity Over Trends
Inclusivity must be genuine, not just a box-ticking exercise. Today’s consumers are savvy—they can tell when a brand is making superficial changes. For long-term success, embed inclusivity into your core business strategy, from product development to marketing and beyond.
4. Trust Takes Time
For Victoria's Secret, the road to recovery hasn’t been easy. The brand is still working to rebuild trust after years of reinforcing narrow beauty standards. But by acknowledging its past mistakes and making concrete changes, the company is proving that transformation is possible.
For other brands facing similar challenges, transparency and ownership are key. Consumers appreciate honesty, and owning up to mistakes is the first step toward rebuilding relationships. Whether it's addressing past missteps or making real efforts to create a more inclusive environment, honesty and accountability go a long way in regaining customer trust.
A New Beginning
This is a moment to reflect on the lessons from Victoria's Secret’s past and apply them to your own journeys.
Staying relevant requires adaptability, inclusivity, and above all, authenticity. By embracing these principles, brands can not only avoid the pitfalls that led to Victoria's Secret’s decline but also build stronger, more meaningful connections with their audiences.
Keen to learn more about how We Are Brooklyn can help with your brand transformation? Get in touch today.
