Victoria’s Secret Downfall: What Went Wrong and What Brands Can Learn
Not a single scandal, but a stack of misses. Here’s why Victoria’s Secret fell from the throne-and a practical playbook any brand can use to avoid the same fate.
Everyone used to think Victoria’s Secret ruled the lingerie world. Today the brand is scrambling to stay relevant. Sales are down, runway shows feel empty, and customers are looking elsewhere. Below we break down the main reasons for the decline and what the company is trying to fix.
The first blow came when shoppers stopped buying the usual glossy catalog. People want real bodies, not the ultra‑thin look the old shows promoted. Social media amplified the criticism, and many influencers started calling out the lack of diversity. At the same time, fast‑fashion competitors offered cheaper, trendier pieces, pulling price‑sensitive shoppers away.
Another hit was the controversy around the brand’s models. Rumors about exclusivity contracts, outdated beauty standards, and even allegations of mistreatment made headlines. When a former Angel spoke out, the story went viral, and the public asked: is the brand still in touch with modern values?
To stop the slide, the company announced a complete rebrand. They dropped the famous “Angel” line and introduced new collections that feature a broader range of sizes and ethnicities. Marketing now focuses on confidence and comfort instead of fantasy. In Dubai, the brand is testing a luxury lounge that combines lingerie with spa‑like experiences, hoping to attract high‑spending tourists.
Pricing is also getting a makeover. While some items remain premium, the brand launched a more affordable sub‑line aimed at everyday buyers. This mirrors tactics we see in other sectors—like the shift in massage pricing in Dubai, where clear price guides help win trust.
Finally, the company is listening to feedback. They set up a customer panel that includes regular shoppers, not just celebrities. The goal is to shape future designs based on what people actually want to wear.
If you’re curious about how other industries handle a slump, check out our posts on “How Much Should a 1‑Hour Massage Cost in 2025?” and “What’s a VIP Spa? Meaning, Services, Costs, and Etiquette.” They show how clear pricing and a focus on experience can turn things around.
Victoria’s Secret still has a strong name, but the brand must keep evolving. By embracing diversity, offering real‑world pricing, and adding lifestyle experiences, they have a chance to regain momentum. Stay tuned as the story unfolds—there’s plenty more to watch in the world of fashion and wellness.
Not a single scandal, but a stack of misses. Here’s why Victoria’s Secret fell from the throne-and a practical playbook any brand can use to avoid the same fate.
