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Victoria\u2019s Secret had tried everything. It killed the famous runway show. It rolled out a splashy campaign of accomplished celebrity women advisors to promote female empowerment\u2014which was widely derided as \u201cwoke-washing.\u201d As the singer Jax put it in her popular 2022 song \u201cVictoria\u2019s Secret,\u201d the mall-staple lingerie store was \u201cmade up by a dude,\u201d and it has been widely seen as \u201cCashin\u2019 in on body issues\/Sellin\u2019 skin and bones with big boobs.\u201d<\/p>\n
Enter CEO Hillary Super. She joined the company in 2024 after successful stints running Anthropologie and Savage X Fenty, which became an edgy lingerie competitor to Victoria\u2019s Secret. Super, 53, remembers that when she got the call, she was \u201ckeenly aware of what the perceptions of the brand were, positive and negative.\u201d But her \u201cfirst reaction was, \u2018That\u2019s the biggest transformation opportunity in retail,\u2019\u201d she says. \u201cThat was really appealing to me.\u201d<\/p>\n
In her tenure so far, the CEO has fostered a self-assurance absent from the brand in recent years. Her eye as a merchant has clearly been helpful, following a stretch of leadership that was more focused on business operations. Perhaps even more crucially, she can talk authentically about and to women. While Victoria\u2019s Secret has had female leaders before, they were largely overshadowed by powerful male execs\u2014and Super is the first female CEO of the new parent company Victoria\u2019s Secret & Co. after a 2021 spinoff from L Brands. \u201cIt\u2019s hard to have an intuition about a category that you cannot put on your body,\u201d Super remarks.<\/p>\n
Super also likes to remind critics of the many women who have never had a problem with Victoria\u2019s Secret and its particular brand of sexy. Under her guidance Victoria\u2019s Secret has embraced this heritage\u2014the glamour and spectacle of it all, without the body-shaming. There is still a focus on diversity, but \u201cwithout being performative, [where] we have to check every box and make sure every single thing someone could think of is covered,\u201d Super says, \u201cbecause to me that lacks authenticity.\u201d<\/p>\n
Super\u2019s plan to turn the company around seeks to address long-standing shortcomings and identifies some more ambitious opportunities. It has four pillars: owning the bra category; recommitting to the Pink brand; doubling down on Victoria\u2019s Secret beauty products (a $1 billion business in North America known for scents like Love Spell and Bombshell); and evolving the brand and go-to-market strategy. She aims to reach double-digit operating income and build a younger customer base.<\/p>\n
Read more about her plan to remake the retailer in Fortune<\/em>\u2018s exclusive behind-the-scenes story here. <\/p>\n<\/div>\n #Arrow #Button #Icon<\/p>\n","protected":false},"excerpt":{"rendered":" Victoria\u2019s Secret had tried ev… <\/p>\n","protected":false},"author":1,"featured_media":19675,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[3816,3984,3817,3818,1055,351,12150],"_links":{"self":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts\/19674"}],"collection":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=19674"}],"version-history":[{"count":0,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts\/19674\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/media\/19675"}],"wp:attachment":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=19674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=19674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=19674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\nJoin us at the Fortune Workplace Innovation Summit <\/strong>May 19\u201320, 2026, in Atlanta. The next era of workplace innovation is here\u2014and the old playbook is being rewritten. At this exclusive, high-energy event, the world\u2019s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.<\/span><\/div>\n<\/div>\n<\/div>\n