How Victoria's Secret came back to the fore: betting on “sexy” and marketing with global stars
Victoria's Secret is returning to the forefront of global retail with a strategy that focuses on a return to its brand identity and an aggressive repositioning in contemporary pop culture. After years of trying to redefine itself and lose relevance, the company is now reporting roughly 15% revenue growth, marking its fourth consecutive quarter of expansion and confirming that the change in direction is beginning to have visible effects in results and investor perception.
Victoria's Secret has renewed its marketing strategy, betting on K-pop stars. Archive photo
At the heart of this relaunch is a key strategic decision: the return to the idea of ”sexy” as a central element of the brand identity, but adapted to the new cultural and behavioral trends of consumers.
“The company refocused its brand message, refocusing on the concept of 'sexy' after years of confusing marketing, and updated its image campaigns with K-Pop stars and other contemporary trends popular with young audiences.”said eToro analyst Bogdan Maioreanu, adding that this repositioning marks a clear change from previous years.
This return to a clear core identity comes at a time when global brands are being forced to redefine their positioning in a market dominated by social media, where cultural relevance matters as much as the product itself.
Marketing as an engine of growth: from Hailey Bieber to K-pop
Victoria's Secret shifted the focus from classic communication to a marketing strategy strongly anchored in digital culture and global influencers. Recent campaigns have included collaborations with Hailey Bieber and the integration of K-pop names, including TWICE, in an effort to appeal to young audiences and rebuild brand equity.
In parallel, the company relaunched the Victoria's Secret Fashion Show after a six-year hiatus, turning the event into a global visibility tool. Casting for the new “Angels” attracted more than 100,000 participants and generated approximately 1.7 billion media impressions, reinforcing the idea that the brand is back at the center of the public conversation.
“Promotional detox” and the change in commercial strategy
Beyond marketing, one of the most important changes is the reduced reliance on promotions and discounts, a strategy that marks a move to a model more focused on brand value and margins.
“The company's management is applying a 'promotional detox' strategy, which means that Victoria's Secret is reducing promotions and price reductions and replacing promotional offers with brand messaging.”explains Bogdan Maioreanu.
This approach aims to increase full-price sales and strengthen premium brand perception at a time when competition in fashion retail is intensifying and consumers are more sensitive to brand differentiation.
Financial results and market reaction
The change in strategy is also beginning to be reflected in financial performance. The company reported sales of $1.56 billion in the quarter ended May 2, up 15 percent, beating analysts' estimates and marking its fourth straight quarter of growth.
In parallel, Victoria's Secret raised its full-year sales and profit targets, and shares jumped nearly 50% in a single day, signaling investor confidence in the new strategic direction.
In the medium term, the company is counting on revenues of more than 7 billion dollars, and the transformation is also visible at the level of financial branding, with the change of the stock symbol from “VSCO” to “VSXY”, a symbolic move that reinforces the new market identity.
