Can a Leopard Change its' Spots?

"I love Victoria's Secret Angels. They're sort of my gorgeous glamour heroes." - Jennifer Love Hewitt

Once upon a time, Victoria’s Secret was the name in lingerie. With its glamorous fashion shows, iconic Angels, and glossy catalogs, the brand sold more than just bras — it sold a fantasy. But the world has changed. Movements like #MeToo, a cultural shift toward body positivity, and the rise of social media activism have reshaped what people expect from brands. Suddenly, that glossy fantasy doesn’t feel so shiny anymore.

Today’s consumer is looking for something more real. We want comfort over corsets, inclusion over idealization, and authenticity over airbrushing. We want to feel seen. And if a brand can’t keep up? We scroll past it.

Victoria’s Secret, once at the top of the lingerie world, now faces a major identity crisis. Its reputation has taken a hit for clinging too tightly to narrow beauty standards and failing to evolve alongside its audience. Sales have dropped, market share has slipped, and public perception has taken a nosedive. The brand that once defined “sexy” is now struggling to define itself.

So where did it all go wrong?

For years, Victoria’s Secret relied on an outdated image that centered around a singular, hyper-polished vision of femininity. While competitors like Savage X Fenty and Aerie celebrated diversity in size, shape, ethnicity, and gender expression, Victoria’s Secret stayed stuck in the past. Their reluctance to evolve wasn’t just disappointing — it was damaging. Consumers began to question the brand’s values, and many turned away altogether.

The first step to fixing the problem? Rebuilding the brand’s identity. By using tools like the Brand Identity Prism, it becomes clear how disconnected Victoria’s Secret’s internal image is from how consumers perceive it. What the brand sees as aspirational, many see as exclusive. What was once “sexy” now feels artificial. It’s a classic branding mismatch, and one that can only be resolved through a deep and intentional reinvention.

To move forward, the brand must start by addressing its most glaring issue: representation. Launching inclusive marketing campaigns that genuinely reflect today’s diverse audience is not just a smart move — it’s a necessary one. These campaigns should feature models of all sizes, ethnicities, genders, and abilities, and go beyond the tokenistic approach of the past. The goal is not to tick boxes but to create a new, authentic standard of beauty — one that prioritizes confidence and comfort over fantasy.

Alongside this, product diversification is crucial. Today’s consumer is choosing wireless bralettes over push-up bras and breathable fabrics over restrictive lace. By introducing comfort-first collections, offering extended sizing, and investing in adaptive designs for people with disabilities, Victoria’s Secret can finally meet the needs of a much broader demographic. These changes signal that the brand is listening — and responding — to its audience.

However, change can’t stop at the product. The entire customer experience needs an overhaul. Walking into a Victoria’s Secret store should no longer feel intimidating. Instead, stores should be welcoming spaces where every customer feels comfortable and celebrated. This might mean rethinking store layouts, training staff in body positivity and inclusive practices, and offering personalized fittings that prioritize support over sales tactics. A more human, empowering experience will encourage customers to return — and spread the word.

Among these strategies, inclusive marketing stands out as the most immediate and impactful starting point. It addresses the core issue of outdated brand perception and signals to both loyal and new customers that a real change is happening. If the messaging is authentic and consistent, it can rebuild trust and reignite interest in the brand.

But how will we know if it's working?

Success won’t be defined by ad clicks alone. It’ll show up in improved sales figures, rising market share, and — most importantly — how people talk about the brand. Are campaigns being shared and celebrated? Are consumers calling it a genuine transformation? Tools like social listening, customer feedback, and brand sentiment analysis can help measure this shift. When the public starts to believe in the brand again, that's when real success begins.

In the end, this isn’t just a rebranding project. It’s a reckoning. The question isn’t just whether Victoria’s Secret can sell lingerie in a new way — it’s whether it’s ready to embrace the values of a new era. If it can do that with sincerity and courage, then yes, maybe even a leopard can change its spots.