Victoria's Secret on the rebound with new look, less product on shelves after pandemic
January 22, 2021
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Victoria’s Secret is poised to emerge from the pandemic stronger than it went in — thanks to a fresh new look that includes curvier models and slimmed down shelves.
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Yes, the hot pink walls and padded pushup bras are still there. But the lingerie brand famous for only using skinny models to sell its version of a male “fantasy” has been quietly updating its decades-old image in other ways, including advertising that’s now peppered with plus-sized models like Devyn Garcia and Candice Huffine.
“In the summer, Victoria’s Secret used the pandemic as a reset,” said retail consultant Gabriella Santaniello, chief executive of A Line Partners. “It finally got its act together and started featuring plus size models.”
PANDEMIC ‘NESTING’ ISN’T ENOUGH TO REVIVE VICTORIA’S SECRET
Even as it expands its consumer base, including by adding XXL pajamas and larger bra sizes, it’s becoming more selective about the items it sells in stores, which has more consumers buying at full price, observers said.
The changes, while subtle, appear to be paying off — despite the pandemic crushing foot traffic at malls where many Victoria’s Secret stores reside. The L Brands’-owned lingerie seller, which is one of the nation’s largest mall retailers with more than 900 stores, was forced to close 223 of its stores last year.