The Rise and Fall of Victoria's Secret

Victoria's Secret has experienced a significant decline in cultural relevance and consumer interest over the years, despite still generating substantial sales. The brand peaked in profitability around 2016 but faced challenges that began surfacing as early as 2015, particularly linked to changing societal norms and the emergence of the Me Too movement. Shifts in consumer perceptions of beauty and the backlash against the brand’s sexualized marketing strategies contributed to its downfall. While it remains a considerable business with around $6 billion in annual sales, its former status as a cultural icon has diminished, overshadowed by competitors like Skims and Aerie.