The Best One Yet 🪽 “Fashion Show 2.0” — Victoria’s Secret’s resurrection. Coterie’s $1B diaper. Ikea’s price pop. +Moneycrisp Apples
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Oct 17, 2025 Victoria's Secret makes a bold comeback with a reinvented fashion show, drawing inspiration from Abercrombie's successful rebranding. Coterie diapers are shaking up the market, aiming for a $1B acquisition as they position themselves as a luxury status symbol for parents. IKEA faces tough decisions with rising prices tied to tariffs, impacting consumers significantly. Plus, Honeycrisp apples are revealed as both the most profitable and the most polarizing fruit on the market!
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Luxury Relaunch Can Revive A Toxic Brand
- Victoria's Secret staged a high-cost, culturally recalibrated comeback with a $40M fashion show and updated imagery.
- The relaunch drove stock gains and mirrors Abercrombie's recent revival under new leadership.
Playbook For Brand Rehabilitation
- Abercrombie's and Victoria's Secret's turnarounds share playbooks: female CEOs and removal of cringy elements.
- Consumers recall positive brand equity and forgive past bruises, fueling sales rebounds.
Diapers As A Millennial Status Symbol
- Mammoth (Harry's parent) bought Coterie, a premium diaper maker, for up to $1B because it's profitable and growing fast.
- Hosts shared personal diaper-changing experiences to frame why parents pay more for convenience and status.