Founded in 1977, the lingerie retailer is the largest underwear brand in America. Its products are sold in stores across the country, including malls and airports, as well as online.
In addition to lingerie, Victoria’s Secret sells sleepwear and perfume. Its annual fashion show is a major event that is broadcast worldwide. Its models are known as Angels and have appeared in countless magazines. The company’s lingerie is popular with both women and men, but it has also been criticized for promoting a narrow standard of beauty. The company is now working to make itself more inclusive.
When the company was first launched, it was an exclusive, high-end shop catering to affluent customers. As it expanded, the brand’s products became more accessible and began to attract a wider consumer base. In the 1990s, Victoria’s Secret began hiring models to model its lingerie in campaigns and fashion shows. The brand’s iconic Angels included household names like Tyra Banks and Gisele Bundchen. These models were given coveted contracts that paid them millions of dollars per season. Their work influenced the fashion industry and helped to popularize the brand.
Victoria’s Secret has struggled to keep up with changing societal norms and consumer demands in recent years. It has been criticized for not representing a diverse range of body types, ethnicities and ages. It has also been accused of a toxic workplace environment. These issues have contributed to a decline in the brand’s reputation and sales.
The company is now trying to regain its status as an American icon by making itself more inclusive and appealing to consumers. It has renamed its annual fashion show and started featuring more plus-sized models in its ads. It has also worked to increase the number of female performers at its shows. However, these efforts have not been enough to turn around the brand’s fortunes.
As a result of declining sales and profits, the company was forced to close some of its stores during the coronavirus pandemic. This has resulted in a drop in new arrivals and has left the company with much unsellable inventory.
Despite its troubles, the company is still expected to see modest growth in its bottom line this year. It is focusing on improving its range of everyday clothes, which will be an important part of its recovery. It is also experimenting with new bra styles and fabric technologies, which may help to boost the company’s performance.
Ultimately, the success of Victoria’s Secret depends on how successfully it can reposition itself in a changing market. The company has made many changes over the years, but it remains to be seen if these efforts will have an impact on consumer perceptions of the brand. If the company can overcome its legacy of over-sexualized advertising and fashion shows, it might be able to reclaim some of its former glory. However, if it continues to promote outdated ideals and ignore the needs of its consumers, it will continue to lose ground to competitors.