Victoria’s Secret Returns to ‘Sexiness’ After ‘Woke’ Marketing Nearly Destroys Brand

Victoria’s Secret has abandoned its “woke” marketing approach in the face of tanking sales and will rekindle its reputation of “sexiness.”

The lingerie retailer, once known for its bombshell supermodels, recently tried to diversify its models with “plus-sized” women and transgenders.

The woke rebrand resulted in $6.2 billion in sales, down by almost 20% compared to 2020’s $7.5 billion.

“Despite everyone’s best endeavors, it’s not been enough to carry the day,” Victoria’s Secret CEO Martin Waters said.

Victoria’s Secret Announces it’s Bringing ‘Sexiness’ Back, Since the Rebrand Featuring ‘Changemakers’ Was Not ‘Enough to Carry the Day’ https://t.co/s57NAEKMzq pic.twitter.com/y52zVtiImR

— Barstool Sports (@barstoolsports) October 18, 2023

“We’ve been insufficiently differentiated in this difficult market. [But] our ambition of being the world’s leading fashion retailer of intimates apparel is unchanged,” added Waters.

As part of its “woke” marketing campaign rebrand, Victoria’s Secret in 2021 hired activist athlete Megan Rapinoe, who’s advocated for transgender women competing in women’s sports, and Valentina Sampaio, who became the outlet’s first transgender model.

Victoria’s Secret brand president Greg Unis defended the brand backpedaling on diversity, claiming sex appeal in itself can be “inclusive.”

“Sexiness can be inclusive. Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on,” said Unis.

This comes weeks after Victoria’s Secret introduced its “adaptive line” of inclusive lingerie for women with various disabilities unveiled at New York Fashion Week.

This is Victoria’s Secret’s new inclusive line. pic.twitter.com/MxFrlU5Po8

— Catch Up (@CatchUpFeed) October 13, 2023

The brand said its goal is to return to $7 billion in annual sales by revamping its swimwear and activewear line, and increasing apparel offerings in loungewear, sweaters, slip dresses and corset tops.

“At one time, Victoria’s Secret held 16 percent of the sports bra market garnering $500 million from their activewear collection, but they had since fallen to four percent,” Bizpac Review reported.

Mark Victoria’s Secret as another brand which learned the hard way the old adage, “Get Woke, Go Broke.”

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