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Victoria's Secret Rebrand

Updated: Sep 10, 2021

With brands like Savage x Fenty, Aerie, and more whose values include racial, body, and size inclusivity, it is no secret that companies which don’t live up to these values are old news.

The launch of Rihanna’s Savage x Fenty’s fashion show featured a diverse group of models. A drastic change from the once-famous Victoria’s Secret fashion show. With a shift in what customers demand from brands, Victoria’s Secrets shares fell and the fashion show was canceled. It was pretty clear they needed to do something.

So they changed their approach from “what men want” to “what women want.” The VS collective features activists, athletes, actors, and more that are replacing the “angels." The seven founding members include Priyanka Chopra Jonas, Megan Rapinoe, Valentino Sampaio, Adut Akech, Amanda de Cadenet, Paloma Elsesser, and Eileen Gu. Sampaio.

Priyanka Chopra Jonas and Megan Rapinoe are working towards launching the new line which includes more inclusive clothing. The VS fashion show is also predicted to relaunch next year with more diverse models.

Is it too late for Victoria’s Secret rebrand? Savage x Fenty saw revenue growth of 200% in 2020 while Victoria’s Secret saw revenue loss of 39%. Even so, Victoria's Secret is still the largest fashion retailer in the world, and sales have already started to rebound - quarterly sales are up from a billion dollars worldwide in July 2020 to $1.6 billion by July 2021. If Victoria's Secret is going to stay number one they will need to deliver on the new initiatives they rolled out, and they appear to be doing so.


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