Victoria Secret Rebranding Plan

Founded in 1977, victoria secret is the world’s largest intimates specialty retailer with over 350 stores and online sales of more than $1 billion annually. The company offers a full range of modern, fashion-inspired collections including signature bras and panties, lingerie, sleepwear, swim and athleisure, as well as prestige fragrances and body care. Inspiring women around the globe, victoria secret connects with customers to offer products that empower them, celebrate their individuality and champion a holistic lifestyle.

In the early 80s, entrepreneur Roy Raymond noticed that the American lingerie market was lacking in the upscale, European-style offerings of his home country. He spent eight years researching the industry before launching his own brand, Victoria’s Secret.

The brand quickly gained popularity with its sleek, sexy look and high-end, yet affordable, pricing. Its first catalog racked up over 1 million copies, and the company’s famous annual fashion show was born in 1995. The sexy and sultry marketing campaign featured images of supermodels in skimpy underwear, and it was a hit with consumers.

But by the end of the decade, the company was struggling with slumping sales and a backlash to its sexy image. The lingerie retailer was also dragged into a controversy surrounding its former CEO Leslie H. Wexner and his connection to Jeffrey Epstein, who was accused of using the retailer as a front for sex trafficking.

Since then, the company has embarked on a rebranding mission. It’s replaced the original Fashion Show’s supermodels with a VS Collective that includes athletes and actors such as Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser; expanded its size range to include plus-size lingerie start-up Adore Me; and refreshed its stores with brighter lights and blush pink walls. The idea is that these changes, along with a shift away from a male-driven definition of beauty, will help reposition the brand as one that “women love” rather than “women want.”

This is all part of a plan to revitalize Victoria’s Secret’s reputation in order to increase profits and draw in new customers. But despite this renewed focus on female shoppers, it’s still hard to get past the brand’s legacy of sexy sleaze. And, unfortunately, the victoria secret credit card does not do much to change this perception.

The victoria secret credit card offers a modest rewards program for those who regularly shop at the store or at sister brand Pink. The card offers 4 points per dollar for Victoria’s Secret and PINK purchases, and 2 points per dollar on all other non-Victoria’s Secret or Pink purchases. However, there’s a catch to this card that could deter some would-be Victoria’s Secret shopper: you must spend at least $1,000 to earn $10 rewards, and the rewards are issued in just one lump sum. This makes the card a poor choice for frequent shoppers who need to rack up big balances quickly. A better option for those who make regular VS or PINK purchases is the Nordstrom Visa Card.