Luxury Goods & Market Disruption

Latest in Luxury Goods & Market Disruption· Oct 19

Victoria's Secret is abandoning its body-diversity positioning to resurrect the winged-angel format with celebrity models, betting that core customers and investors prefer the original brand identity over the inclusive direction the company adopted in 2020. The reversal exposes a fracture in retail strategy: mass-market apparel companies face pressure to choose between competing consumer segments rather than serve both, forcing a recalibration of how brands position themselves across luxury and mainstream channels. The shift suggests investor preference for heritage positioning over inclusivity gains traction as a counterweight to the diversity-focused marketing that dominated the past five years.