GO WOKE, GO BROKE: Victoria’s Secret Bringing ‘Sexy’ Back After Sales Crash

by | Oct 20, 2023 | News

Victoria’s Secret, a renowned lingerie brand, is reverting to its earlier brand essence of “sexiness” following a decline in sales associated with its recent ‘woke’ marketing approach, reports The Daily Wire.

The brand’s president, Greg Unis, announced this strategic shift during an investor meeting last week in New York, stating that the new direction aims at enhancing its lingerie, swimwear, and activewear lines. Unis emphasized that sexiness could be inclusive and resonate with the diverse experiences of the brand’s clientele.

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The decision follows a noticeable revenue dip, despite the brand’s efforts to champion LGBTQ identities and inclusivity. The brand now eyes a revenue target closer to the $7.5 billion it achieved in 2020, as opposed to the projected $6.2 billion for this fiscal year, marking a 5% and 15% drop from the previous year and 2020 respectively.

Over the last two years, Victoria’s Secret had notably distanced itself from its highly sexualized advertising campaigns featuring the iconic VS Angel models, replacing them with a more inclusive but less profitable marketing narrative.

CEO Martin Waters acknowledged that the ‘woke’ initiatives, although well-intended, failed to uplift the brand’s financial status. The brand now hopes to recover its sales figures by revisiting its earlier “sexiness” narrative, which had a broad appeal to its target market.

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Furthermore, Victoria’s Secret plans to refurbish its existing stores, add 400 new locations outside the United States and Canada, and reintroduce some of the famed VS Angels like Candace Swanepoel and Naomi Campbell in its campaigns as part of its strategy to rekindle consumer interest and boost sales.

SEO Tags: Victoria’s Secret, Greg Unis, Martin Waters, brand strategy, sales recovery, woke marketing, inclusivity, VS Angels, store expansion, Candace Swanepoel, Naomi Campbell, lingerie market, advertising shift.

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