Sharen Turney, chief executive of Victoria's Secret, has proclaimed that the brand has become "too sexy" and thinks the company should get back to its more sophisticated roots. The comments were made yesterday during a call with VS investors — the company had some explaining to do after reporting Wednesday a 12% decline in its fiscal fourth quarter net income.
The chief executive said that the brand strayed from its "ultra-feminine" image and started overusing "sexy" after the release of their successful Pink line. That line is aimed at college aged consumers and it triggered the rest of the company's designs to veer on the side of really young, too. She said that the 2008 Super Bowl commercial exemplifies the "less seductive" image that Victoria's Secret will take on going forward.
Do you think that the commercial varies greatly from their traditional sexy-fied marketing techniques, and would you be more likely to buy VS lingerie if they can get away from their Pink-tainted past?

Lipsy
can they get rid of those dumb "pink" pants that 14 year olds wear? please!
1Their bras do not fit me, some of their quality is really bad, and on top of that the girls that do so called fittings are not trained properly to do it. Changing their image wouldn't make me shop there.
2i agree. i've seen the new window displays and they're getting trashier. frederik's of hollywood boosted their sales when they become less slutty. victoria's secret should follow suit.
3If victoria's secret goes less sexy i will definitely stop shopping there, as it is there is hardly anything there for me. Frederick's of Hollywood used to be "trashier"? Guess I missed out. They definitely have a better variety than VS.
4I went in there the other day to buy basic, plain cotton bikini briefs. They literally didn't have that in the store. They had ridiculous patterns and crap ALL over their underwear. I felt like I was in a toy store or something.
Anyone have a good suggestion as to where adults can by nice looking underwear? I vowed to never to go back to the store after that.
5I don't ever see anything I want from VS!
6they are WAY over-priced, so maybe the less ornamented garments will help with that? I actually like their quality but DAMN! $50 for a bra?
good approach though...I'm all for it
7erratic: i hate their quality, their bras fall apart!
popgoestheworld: i loooooove the bras/undies at H&M
8VS is too damn expensive.
9There's a very large (no pun intended) market that VS has yet to address let alone try to tap into, and that's the Plus Sized women out there. Trying to find an attractive, useful bra above a DD is near impossible. I'd shop at VS if they bothered to have something I could actually fit into...
10popgoestheworld: Fredericks of Hollywood! They are much better quality and cheaper. It is the only place I will shop for bras and panties (sometimes gap body for boyshorts).
11and Fredericks also has fullsized bras for women of all sizes. Even our store carries them.
12I used to love VS about ten years ago. I still have a couple of bras I bought then that are still in great shape, but I agree, that Very Sexy crap has to go. If they can go back to their roots, I'd like it a bit better.
13I agree with you LVBelleAme, I don't mind spending $ 50 or $60, I spend that anyway. But, if there quality is not good then I refuse to buy cheaply made bras. I believe in quality for bras.
14Their prices are indeed very high. But I have heard many times about how good the quality is, so I just believe in shopping during sales
haha. Anyways, there's a place for the more sophisticated and somewhat trashy at VS. After
all, whether or not lingerie is trashy is pretty much a subjective thing.
15Thank god they're now getting some insight, don't get me wrong I like the fabrics and fit for some of the Pink undies but the colors are insance...I don't mind spending money on quality things but they really need to focus on classic stuff..we don't all walk around looking like super models...lol...
16TidalWave....I LIKE the quality, it's OKAY FOR ME....what's wrong with that? lol
i thought everyone was entitled to their own opinion.
I agree isabella531.
17I think VS is so, so juvenile. Their bras are poorly made, overpriced, and their interpretation of "sexy" is so man-focused. I go in once a year or so, but I haven't bought anything in years.
18Their stock all seems aimed at middle school kids now. I went in last night with DH & we couldn't find anything. Call him crazy if he doesn't find a neon lime green bra sexy.
19Bad quality, overrated underwear.
20haha - I called it! yes?!
21funny i've never thought of vicky's as the place to go for 'sexy' lingerie. i buy my undies, bras and pj's there and occaisionally clothes from the catalog but usually buy sexy lingerie from fredericks. i think if they went more towards the agent provacateur side which is sexy with and edge they would boost sales. the problem i've found is the prices are really expensive! $54 for a bra! Craziness! I don't mind spending that if the quality is awesome but their bras tend to fall apart in six months or less.
22I actually love VS, but it has gotten to the point with PINK and the atrocious Pout line that the really good stuff is shuffled to the back of the store or rarely gets allocated enough space. HQ really pushed PINK and the more youthful stuff (Pout, Sexy Little Things), to the extent that the store I worked at was receiving more boxes of tacky sweatpants than we had room for...meanwhile, we were running low on the cotton bras and shapewear that VS is known for doing well.
23VS has great, affordable stuff. Granted, Target knock-offs of the styles are cheaper, but a VS bra will last forever. The sad thing is that all the good stuff has been pushed to the back for the tacky, trendy stuff. Good for Sharen for understanding a change was necessary! Next time y'all need a good bra, I recommend walking straight past the chatty sales associates and the garish colors in the PINK room and going straight to the little, usually beige and understaffed room in the very back. That's where the real women's stuff is.
P.S. In the interest of full disclosure, I haven't worked there in a year or so. I just really do love it that much.
I guess as a 27 year old, I get so annoyed shopping at a store filled with 13 year giggling girls when I'm trying to find a great bra...particularly when they are looking for XS and I am desperately digging for something that will cover my ass....if they want to cater to women, they need to offer underwear and bras that FIT WOMEN, not girls. And it would be nice if those underwear and bras were cute and sexy, and not the dull colors. Non-size 2 girls have sex and want to be sexy with their men too...
(no offense to the 13 year old readers...)
p.s. People with very large chests or plus-size bodies should check out Cacique stores. They have a much more curve-friendly collection and it's not just plus-size sizes...and the women there know how to fit you.
24i dont think theyre too sexy at all; and in fact are just getting to o juvenile and preppy.
when i think sexy i think of fredericks, agent provacateur, that kinda stuff. they sell whips and crotchless garments. (dont think its TOO sexy at all, i love that kind of thing, for sure. ive started to go there over VS lately).
victorias secret's pink line, which seems to be uber popular; is essentially marketed at 12 year olds; which isnt sexy.
i love VS, dont get me wrong, but i really dont see how theyre being too sexy...but i do agree they need to get back to sophisticated roots. 12 year olds are the anti sophisticate.
sophisticated makes me think of la perla...
25you know what i mean?
Ugh, I can't stand the Pink stuff... But oddly, I do buy their basic Pink undies, the ones that are usually 5/$25. I only buy then b/c they are comfy & cheaper than any other ones. But as for the sweats & all that crap, I can't stand it!
Perhaps their sales are down because their Semi-Annual Sales have SUCKED the past 2 years at least. I used to get SO psyched up for it, and spend around $100 - $200 at each sale, which included 2-3 bras. The past two years at both the summer & winter sales, I walked around LOOKING for ANYTHING to buy, and haven't found a damn thing. For me, their quality is pretty fine/decent, but I just refuse to pay full price for any of it.
PUSH PINK OUT! (Except the cheap undies!)
26I used to like VS, until they started making those all of their bras with that molded foam, which I find terribly uncomfortable. I don't fit in the PINK stuff either. One day I went in to look at some and when I told the sales clerk which size I needed she looked at me all snotty and told me "these bras are marketed toward a more youthful customer." I was 19!
27I used to shop there when I was in college and I got some cute/sexy things for myself. However, I have not shopped there in quite some time. The Pink thing is a travesty....why must we sexualize young teens? They might be having sex but why must they look slutty and cheap? That stuff is "aimed at college age" but we all know it's adored by 14 year olds.
Besides, you can find cute/sexy things at just about any store, like Target. I'd rather save my money for a few high-end lovelies...like La Perla.
28i can't stand VS. their commercials are borderline pornographic, and there are better undergarment out there - HOORAY for Gap Body! I have to give them props though for showing healthier models. these women are curvier than most in the industry, and we've all seen them scarfing down pizza and ice cream. kind of cool.
29I don't know if it's just me, but I found the suggestive nature of the ad with the slow motion even sexier than their prior ads.
30I've been shopping at VS since college, but this whole Pink thing has totally changed the experience and the product lines. I wish they would get rid of it and bring back actual lingerie and the endless tables of cute panties sans the word 'PINK' splashed across the a$$.
31Bellasugar "their interpretation of "sexy" is so man-focused."
Longhorn_sugar "their commercials are borderline pornographic"
I completely agree with you too. I never had a big problem with VS but now I do. They seem to think more of the men than they do us. Who wants to wear something too uncomfortable? He might see it as sexy but we feel awful until that thing comes off.
32I love VS. I'm not one to critique every thread on a piece of clothing so I have no idea about the quality. It's great as far as I'm concerned.
33I think they just need to start selling a full range of bra sizes! Too many women in the US wear a bra that is too small & I think they are partially to blame on most of us not knowing about the DD+ range before we find ourselves there.
34I just think the PINK thing is pretty dumb and overall, it's too expensive for me.
35That and the stupid Victoria's Secret Runway Show they have on tv every year... you KNOW that's just for men to ogle models in underwear. I don't know why we all continue to buy into that crap. It turns me off to the brand.
36This as is lame. Very boring for a v.s. ad. They still have the half naked super model. They just took away the glam.
37*as= ad
38Post New Comment
Please share your opinion with our community, but make sure it is on topic and follows our Community Rules. We moderate comments and prohibit personal attacks, threats, spam, lewd images, or the promotion of your personal website.