In a dramatic U-turn that has sent shockwaves through the retail world, Victoria's Secret is decisively ditching its much-publicised 'woke' rebrand. The lingerie giant is returning to its roots of glamour, sex appeal, and the iconic supermodel image that once defined it.
The End of an Era: Scrapping the 'Inclusive' Strategy
The brand's ambitious attempt to reinvent itself around a message of body positivity and inclusivity, which included featuring a diverse range of models and activists, has been officially declared a failure. Company executives concluded the new direction failed to resonate with its core customer base and, crucially, did not translate into sales.
The pivot back to a more classic vision of sex appeal marks a candid admission that the rebrand missed the mark. The previous strategy was widely seen as a reaction to public criticism and changing social values, but ultimately alienated the shoppers who loved the brand for its fantasy and allure.
Back to the Angels: The Return of Supermodels and Glamour
Central to this revival is the return of the superstar model. The brand is poised to bring back the kind of high-profile, glamorous figures that made its fashion shows global events. This signals a clear intent to recapture the magic and excitement that once surrounded the label.
The famous 'Angel' wings, though not confirmed for a runway show, are symbolic of the aesthetic the company is now eager to embrace once more. The strategy is a clear nod to the brand's heritage and what it believes its customers truly desire.
A Lesson in Brand Identity
This bold reversal serves as a potent case study in the delicate balance brands must strike between evolving with the times and staying true to their core identity. Victoria's Secret's experiment shows that radically altering a brand's DNA can come at a significant cost if it fails to align with customer expectations.
The move is being closely watched by industry analysts as a bellwether for whether overt 'woke' marketing has peaked in the retail sector. The company is now betting heavily that a return to unapologetic glamour and fantasy is the key to revitalising its fortunes and winning back a disillusioned market.
