Will it be enough? Victoria’s Rebranding

Bad lighting and extravagant wings have been thrown out the window, now welcoming a fresh remodel of extended sizes and styles, but will it be enough? Victoria’s Secret took height in the late ’90s and early 2000s, the angels on runways featuring flashy costumes and full-scale wings, broadcasted to millions of people for the first time in history. The late 2000s and early 2010s were followed by the brand’s teen feature ‘PINK,’ featuring bright colors that every teen wanted as well as the large logo dominating every pant and tee. 

Things took a turn when it was discovered that Victoria’s Secret CEO John Mehas was connected with sex trafficker Jeffrey Epstein. The controversy caused sales to decline, and as Covid stuck, the company continued to fail as women wished for lingerie to be more practical and functional over being sexy. The problem lay in that Victoria’s Secret’s original audience was men – husbands and boyfriends who would buy their significant others something a man would approve of.

 When the company was taken over by Martin Waters in late 2019, new ideas began to circulate. Marketing and design teams were replaced by all0-female employees, replacing an all-male staff for the hope of a fresh viewpoint, and that is exactly what happened. The once dark lair that once was Victoria’s Secret got a new face, store remodels with brighter colors and the light turned up. Real-size model bodies were brought in to showcase how different sizes looked on the newly expanded body type models. 

With so much change in such a rapid amount of time, the question remaining is ‘will it be enough to save a failing company?’ Erin Harlan, a Junior at Waukee voted yes, saying, “I think with the rebranding it could have a better impression on those growing into the brand now to remind them it’s about what makes YOU feel best, not what others think you should look and feel like.” 

Now focusing on comfort and practicality over what is attractive, the franchise is finally marketing towards women, rather than about them. Mckenna Ussery, a former Waukee student, spoke on why the branding is needed, pulling away from the massively toxic industry they were once part of before. “They set unrealistic body standards, which contributes to the decline in mental health in young women. Instead, they should represent all body types because all body types are beautiful,” Ussery said. 

With the track record Victoria’s Secret has had in the past it can be hard to say what will happen to the brand now. Regardless, the proper steps were taken to create a much more inclusive and all-around better brand. All that is left now is to see if Victoria’s Secret will be crushed by their previous image or rise above like many other companies who have embraced self-love and inclusivity.