Source: Fortune
Summary
Victoria’s Secret is attempting to revamp its image by embracing glamour and fantasy, with CEO Hillary Super aiming to create an “uplifting place to escape to” for women. Super believes that after years of cultural heaviness, women are ready for maximalism again, and that the brand’s focus on bra fittings and theatrics can provide a sparkly refuge. The company is shifting away from its previous attempts at rebranding and empowerment slogans, which were criticized for being insincere.
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Victoria’s Secret is trying to regain its footing by revisiting its roots in glamour and fantasy. CEO Hillary Super is betting on maximalism as a way to differentiate the brand from competitors like Skims. The company is focusing on bra fittings and theatrics, which Super believes can provide a fun and joyful experience for customers. Super’s vision is to create a “really uplifting place to escape to” where women can feel like the best version of themselves.
Victoria’s Secret is selling a fantasy, and this time it’s on women’s terms.
Author: Evan Null
