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FEB 29

Apparently, You Can Be Too Sexy†

Wall Street Journal, February 29, 2008 — Victoria's Secret likes to ask in its marketing, "What is sexy?" Now the lingerie chain is trying to figure out, "What's too sexy?"

The chief executive of the brand known for its provocative televised fashion shows and alluring stores made an admission yesterday. In her mind, the brand has become "too sexy" — or at least the wrong kind of sexy.

"We have so much gotten off our heritage," CEO Sharen Jester Turney said in a conference call with analysts. Responding to the past year's weak sales and focus-group feedback, she said, "We will return to an ultra-feminine lingerie brand to meet [customer] needs and expectations."

Category: Brand Strategy
Tags: Victoria's Secret, Brand Identity & Positioning

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