When you hear Victoria’s Secret, you probably picture glamorous models, angel wings 🪽, and a brand synonymous with aspiration and fantasy. But in recent years, Victoria’s Secret has faced backlash and declining sales 📉, partly due to an attempt at rebranding to align with more inclusive values, specifically targeting plus-size women.
Initially hailed as a step forward, the shift brought a lot of controversy 💥, alienated loyal customers, and ultimately led to a huge revenue downturn 💸. While inclusivity may seem like a positive move, the Victoria’s Secret story raises an important question: does brand inclusivity really matter? Let’s explore this case study and uncover some valuable lessons.
As a plus-size woman myself, I don’t believe inclusivity is always necessary for every brand. It’s not about pleasing everyone—it’s about staying true to your identity 🌟. Let’s unpack why trying to appeal to everyone can dilute a brand’s essence and lead to unintended consequences.
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The Rebranding Efforts: A Shift Towards Inclusivity
In 2021, Victoria’s Secret made a bold move, retiring its signature “Angels” and replacing them with the VS Collective. This new initiative featured diverse and accomplished women from various fields, such as athletes 🏅, activists ✊, and entrepreneurs 💼. The aim was to modernise the brand and reflect a broader spectrum of beauty, body positivity, and empowerment.
Campaigns began showcasing inclusivity and diversity 🌈, focusing on a more relatable image for their audience. The brand even introduced a plus-size line and collaborated with renowned model Ashley Graham, known for her work championing body positivity. At first glance, it seemed like the perfect way to align with modern societal values. But the execution told a different story.
Why Sales Declined: A Disconnect with the Core Audience
Despite the applause 👏 for its inclusivity efforts, Victoria’s Secret saw a sharp decline in sales 📉. Why? The dramatic shift alienated their loyal customers—people who had supported the brand for its aspirational fantasy. For decades, the Angels symbolised a specific aesthetic that resonated deeply with its core audience. Abruptly discarding this identity felt inauthentic and reactionary, rather than an organic evolution of the brand.
Additionally, the rebrand faced stiff competition from brands like Aerie, Savage X Fenty, and ThirdLove, which not only embraced inclusivity but did so with a stronger sense of authenticity. These newer competitors felt more aligned with the values they promoted, leaving Victoria’s Secret struggling to find its place in the market.
Economic challenges, such as inflation 📊 and shifting consumer habits, added another layer of difficulty. Customers found the inclusivity narrative wasn’t fully reflected in products or in-store experiences, creating a disconnect between the messaging and the reality. It’s one thing to promise inclusivity, but failing to deliver it undermines credibility 💔.
Return to Traditional Elements: Trying to Win Back Loyal Customers
Acknowledging the decline, Victoria’s Secret began revisiting some of its traditional elements. In 2024, the brand announced the return of its iconic Fashion Show 👗, this time reimagined with a blend of its classic glamour and a more diverse representation.
The move suggests an attempt to balance its legacy with modern values, but the question remains: can they recover their original appeal while still embracing inclusivity? 🤔 This balancing act is tricky. Brands must navigate evolving societal expectations without losing their core identity—a lesson that Victoria’s Secret is still learning.
The Case for Niche Branding: Why Inclusivity Isn’t Always the Answer
Inclusivity is a buzzword that sounds universally appealing 🌍, but it’s not a one-size-fits-all strategy for branding. As a plus-size woman, I can say with confidence that not every brand needs to cater to me, and that’s perfectly okay ✅. Victoria’s Secret built its empire by selling aspiration, not relatability. That’s what made it stand out.
There are countless brands that cater to plus-size women—why should every brand do the same? The beauty of the market lies in variety 🌸, with niche brands carving out their spaces for specific audiences.
When a brand tries to cater to everyone, it risks losing the depth and uniqueness that made it special in the first place. If inclusivity aligns with a brand’s core values, then it can be a powerful tool 💪. But forcing inclusivity for the sake of following trends often feels hollow, and customers can sense that lack of authenticity.
Lessons from Victoria’s Secret: Evolve Without Diluting
Victoria’s Secret’s downfall highlights the importance of staying true to your roots. Evolution is necessary, but it must feel genuine and aligned with a brand’s core identity. Abruptly discarding the values and aesthetics that resonated with your audience in favour of chasing trends can do more harm than good 🚨.
Brands must carefully balance modernisation with authenticity. For Victoria’s Secret, the challenge lies in finding a way to evolve their aspirational fantasy without alienating their core audience. It’s a tightrope act 🎭 that requires understanding your customers, your values, and your niche.
Key Takeaway: Stick to Your Magic
So, does brand inclusivity really matter? 🤔 The answer is: it depends. Inclusivity is meaningful when it aligns with your brand’s DNA 🧬, but it’s not a universal solution. Brands thrive when they know their audience, carve out a niche, and stay true to what makes them unique.
The lesson here is simple: don’t dilute your magic trying to be everything to everyone. Authenticity, not trend-chasing, is what keeps a brand alive and thriving.
If you’re building or evolving your brand, ask yourself this: who is your core audience, and how can you serve them without losing your identity? Whether you’re a niche brand or a mass-market player, the key to success lies in staying true to what makes your brand special 💎.
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