Chantal Fernandez, co-author of "Selling Sexy: Victoria’s Secret and the Unraveling of an American Icon," shares her insights into the swift rise and dramatic fall of Victoria’s Secret. She discusses how founder Les Wexner’s understanding of consumer desires fueled early success, but the brand struggled to keep up with competition from companies like Skims and Aerie. Fernandez also delves into revitalization strategies, highlighting lessons from Abercrombie & Fitch’s turnaround, with an emphasis on quality, inclusivity, and modern consumer needs.
Les Wexner's understanding of American consumers and focus on retail theater revolutionized Victoria's Secret, emphasizing value and in-store experiences.
Victoria's Secret struggles against emerging brands like Skims and Aerie due to outdated styles, highlighting the need for brand strategy adaptation.
Deep dives
The Shifting Landscape of Retail
Retailers are currently facing a significant challenge as consumer spending habits shift, particularly within the luxury market. Despite billions being spent annually on clothing, there is a perception that purchases are declining, leading to anxiety among fashion executives. The luxury sector is experiencing a slowdown, prompting brands to change leadership positions to revive interest and boost sales. This landscape highlights a trend where accessibility through e-commerce is becoming critical, yet brands like Victoria's Secret struggle with maintaining an elite identity while trying to capture a broader audience.
Les Wexner's Retail Strategy
Les Wexner, the founder of Victoria's Secret, is recognized for his exceptional understanding of the American consumer and his ability to scale successful concepts. He mastered the balance between price and perceived value, creating an environment where customers felt they were getting more for their money. Wexner focused on inventory efficiency and processing, which allowed him to revolutionize retail experiences through in-store allure known as 'retail theater.' By embracing overseas production in Asia, he was able to deliver trendy yet affordable products, fundamentally changing the lingerie market.
Challenges and Competitors for Victoria's Secret
Victoria's Secret faces intense competition from emerging brands that resonate with contemporary values, such as body positivity and comfort. The company's rigid focus on traditional styles, particularly push-up bras, put them at risk of falling behind as consumer preferences shifted towards more casual options like bralettes. This oversight, compounded by operational mismanagement and the company's troubled reputation, created financial difficulties despite still being the largest seller of women's underwear in the U.S. The rise of competitors like Skims and Aerie, which effectively capture the current market zeitgeist, signifies a pressing need for Victoria's Secret to adapt its brand strategy and product offerings.