In an attempt to turn around dipping sales at Victoria’s Secret, the famous lingerie chain will be toning down the sex, according to a Washington Post story on the company’s new direction.
CEO Sharen J. Turney said sexy has overpowered ultra-feminine at the stores, which sell everything from bras and underwear to perfume, makeup and bathing suits. The introspection comes as Victoria’s Secret, like many retailers, saw declining sales in the fourth quarter.
Now the chain will aim its marketing and merchandising at 26 year olds with focus groups and by walking malls with them, Turney said. The Post says the recent and popular Super Bowl ad, where a woman seductively tossed a football while wearing a blank tank top and undies, is indicative of the new marketing direction at Victoria’s Secret.
Find the story here.