What's happened
Victoria’s Secret’s controversial 2024 fashion show, featuring diverse models and a sexy campaign, has driven higher sales and raised full-year guidance. Despite mixed reviews, the show’s bold approach appears to have revitalized the brand, with sales up and customers paying full price amid a shift to more provocative marketing.
What's behind the headline?
The resurgence of Victoria’s Secret highlights a strategic shift towards embracing sex appeal and diversity, countering years of criticism. The brand’s decision to feature fuller-figured models and athletes signals a move to broaden its appeal and challenge previous standards. The show’s controversial nature, once a liability, now seems to serve as a powerful marketing tool, boosting sales and customer engagement.
This approach indicates that provocative marketing, combined with inclusivity, can revitalize a brand’s image and bottom line. The company’s ability to sell out items and see customers pay full price suggests a successful redefinition of its target audience, shifting from discount shoppers to higher-income consumers willing to pay premium prices.
Looking ahead, Victoria’s Secret’s strategy will likely continue to focus on provocative campaigns and diversity, aiming to sustain growth and relevance in a competitive market. The show’s success may also influence other brands to reconsider their marketing tactics, blending sex appeal with inclusivity to attract a broader demographic.
What the papers say
The NY Post reports that Victoria’s Secret’s 2024 fashion show, despite mixed reviews, significantly boosted sales and improved the brand’s guidance for 2025. CEO Hillary Super emphasized the show’s role as a 'powerful acquisition engine,' with items selling out and full-price purchases increasing. Meanwhile, Business Insider UK highlights the brand’s strategic shift towards provocative, inclusive marketing, noting the rise in sales and customer willingness to pay full price. Both sources agree that the show’s controversial nature has become a key driver of the brand’s recent success, marking a departure from previous cautious branding efforts. Critics, however, remain divided on whether this approach will sustain long-term growth or alienate certain customer segments.
How we got here
Victoria’s Secret canceled its fashion show in 2019 amid scandals linked to Jeffrey Epstein and a shift in brand image. It revived the show in 2024 with a more inclusive lineup, featuring diverse models and athletes, aiming to rebrand as unapologetically sexy. The show’s return coincided with a strategic push into more provocative marketing and product lines, which appears to be paying off financially.
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