During a recent visit to Victoria's Secret, Julia Quang bought three things: Bombshell perfume, flavored lip gloss, and whale-tail thongs. "It brought me so much nostalgia," she said about perusing the store. "I was like, 'Oh my God, these products are actually really cute, and I remember how fun they used to be.'" The 23-year-old content creator told Business Insider that she grew up shopping the store's semi-annual sales with her mom and viewed Victoria's Secret as the epitome of sexiness, femininity, and status.
Ironically, the brand's nods to the past are convincing customers like Quang to reintroduce Victoria's Secret to their regular shopping rotations. Embracing the positives of a rocky past, Gen Z loves old-school fashion that they never experienced in its heyday. Just look at the ballet flats and maxi skirts they've advocated for and the brands like Coach.
It then faced the aftermath of widespread criticism for its lack of diverse models, limited clothing sizes, and transphobic comments by its former CMO, Ed Razek, in 2018. Victoria's Secret began damage control, which mostly created more confusion. It replaced its famous Angels with a collective of spokespeople, swapped its runway show with a fashion-focused documentary, and started selling its products on Amazon.
Victoria's Secret has been slowly turning things around this year, surpassing quarterly revenue estimates in Q2. Its efforts focus on blending nostalgia and legacy with modern trends and stars.
Collection
[
|
...
]