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Source: Fortune
Summary
Victoria’s Secret CEO Hillary Super joined the company in 2024 after running Anthropologie and Savage X Fenty. She aims to transform the brand by focusing on self-assurance, diversity, and authenticity. Super’s plan has four pillars: owning the bra category, recommitting to the Pink brand, doubling down on beauty products, and evolving the brand strategy. She aims to reach double-digit operating income and build a younger customer base.
Our Reading
The numbers tell one story.
Victoria’s Secret has tried to adapt to changing times, but its CEO, Hillary Super, sees a massive transformation opportunity. She’s the first female CEO of the parent company and has a unique perspective on the brand. Super’s plan focuses on authenticity, diversity, and self-assurance, and she aims to build a younger customer base.
She’s not shying away from the brand’s heritage, embracing the glamour and spectacle, but without the body-shaming. Super’s four-pillar plan seeks to address long-standing shortcomings and identify new opportunities.
Authenticity is key to Super’s plan, and she’s committed to reaching double-digit operating income.
Original observation: The company’s transformation is a dress rehearsal for the demise of traditional retail.
Author: Evan Null
