Victoria’s Secret has experienced a significant sales boost following its recent Fashion Show, which took place on October 15. CEO Hillary Super noted during an earnings call on Friday that the show exemplified the brand’s evolution into a “new era of sexy,” asserting its role as a pivotal marketing tool for customer acquisition.
After the show, the company reported a 9.2% increase in quarterly sales, totaling $1.5 billion—the highest growth rate in over four years. Victoria’s Secret’s stock rose more than 15% following the announcement of an increased full-year guidance for 2025. Super emphasized a notable shift in consumer behavior, with shoppers now opting to purchase products at full price rather than relying on previous promotional discounts.
Despite facing mixed reviews surrounding its controversial past, including the show’s cancellation in 2019 due to scandals, customer response has been favorable. Many items quickly sold out post-show, indicating a strong market demand. The brand is also attracting a growing demographic of higher-income customers, further corroborated by retail consultant Gabriella Santaniello, who noted continued store traffic despite price hikes.
Super’s leadership, which began in September 2024, has pivoted the brand towards an unapologetic embrace of its “Very Sexy” campaign. This includes the introduction of provocative items such as garter belts and corsets. Super remarked that previous efforts to broaden the brand’s appeal had diluted its image, leading to a renewed focus on marketing sexiness.
Additionally, sales from its younger line, Pink, also reported a resurgence, marking a transformative moment for the company.
Why this story matters: The revival of Victoria’s Secret illustrates the impact of strategic marketing and product positioning in a competitive retail market.
Key takeaway: The return of the Fashion Show has proven effective in rejuvenating consumer interest and driving sales.
Opposing viewpoint: Critics argue that the brand has not sufficiently addressed past controversies related to its image and messaging.
