Victoria’s Secret, known for its lingerie marketed through the male gaze, is facing challenges as Gen Z women reject the brand’s outdated image. With younger consumers gravitating towards brands that promote body positivity and inclusivity, Victoria’s Secret is trying to shift its image to be more feminist and empowering. However, the company’s strong brand recognition, coupled with a history of misogyny and sexual abuse, is hindering its progress.
Victoria’s Secret, founded in 1977, has faced criticism for its objectification and hypersexualization of women. In 2019, the company discontinued its famous Victoria’s Secret Fashion Show due to declining ratings and a shift in cultural values. Comments made by the company’s former chief marketing officer, Ed Razek, about excluding transgender and plus-size models also added to the criticism. Additionally, a documentary in 2022 revealed the founder’s connections to convicted sex offender Jeffrey Epstein.
In an effort to rebrand, Victoria’s Secret is now showcasing a more diverse group of women, including Priyanka Chopra, Megan Rapinoe, Naomi Osaka, Valentina Sampaio, and plus-size models. The company aims to redefine “sexiness” as something inclusive and reflective of its customers’ experiences. However, the rebrand has not resulted in a financial boost for the company. Second-quarter sales were down 6% compared to the previous year, and projected revenue for this fiscal year is also lower than in 2020.
The public response to the rebrand has been mixed. The revival of Victoria’s Secret Fashion Show, called “The Tour ‘23,” received criticism for its lackluster performance and similarities to Rihanna’s Savage X Fenty. Some critics argue that the company’s sudden shift in messaging appears inauthentic and performative. Gen Z, known for their focus on diversity and inclusion, can see through these attempts and only support brands that align with their values.
However, not all Gen Z consumers are consistent in their actions. While they prioritize diversity and inclusion, some still support fast fashion brands that engage in unethical practices. The debate surrounding Victoria’s Secret’s rebrand highlights the conflicting messages that Gen Z receives through digital media, leading to confusion about what truly matters.
The success of Victoria’s Secret’s rebrand remains uncertain. Despite criticisms, it is clear that the company’s old image is no longer appealing to younger consumers. Whether the rebrand will be enough to revive the brand and satisfy Gen Z’s demands for inclusivity remains to be seen.
