Victoria's Secret Doesn't Want to Be Too Sexy

SavvySugar — Fri, 29 Feb 2008 09:53:36 -0800

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?

Super Bowl Bringing Sexy Back with Victoria's Secret

SavvySugar — Tue, 15 Jan 2008 12:16:13 -0800

After an eight-year hiatus from Super Bowl advertising, Victoria's Secret will run a 30-second ad featuring Adriana Lima during the game's second half. I'm someone who's in love with her DVR because it means less commercials, but the Super Bowl is one time that I actually don't mind ads because they're usually pretty creative and funny.

It's no wonder the lingerie company is reuniting their Angel's skin with pigskin. Victoria's Secret's sales have been down and the last time they ran a Super Bowl spot, 1.2 million people visited its website before the game had a winner. Oh, and let's not forget Valentine's Day is just around the corner!

Besides suffering sales, the company is facing increased competition. There's a new slew of hot bods following the as-much-skin-as-possible formula that is Abercrombie and Fitch. A and F's new concept is called Gilly Hicks, and its landing page reads: "Are you old enough? Our site shows a lot of skin. Therefore, you must be at least 18-years-old to enter this site."

Besides its younger shoppers, I'm not sure that Victoria's Secret has much to worry about in terms of lacy competition from Gilly Hicks. However, Victoria's Secret has its defense up with new and old competition alike. Jill Beraud, chief marketing officer of Victoria's Secret, talked about their gameplan when she said,"The more we see promotions out there, the more we believe we need to continue to build our brand and reinforce the notion of what is sexy."

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