The High Life Might be Over for Victoria’s Secret

In a fascinating shift in women’s fashion, the iconic Victoria’s Secret line is having problems. They have found their sales down dramatically for a number of reasons. With the #MeToo era, many people find the company’s advertising distasteful and uncomfortable. Many women, as well, are looking to rival companies for custom-fitted bras rather than the push-up bras Victoria’s Secret peddles.

Companies that are advertising about inclusiveness and comfort are winning in the sales department. These include such companies as Lively, ThirdLove and American Eagle Outfitters.

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Many heavy hitters include James Mitarotonda (CEO of activist hedge fund and L Brands investor Barington Capital) have urged Victoria’s Secret to start changing its ways. In a letter to Leslie Wexner, Mitarotonda said L Brands must “take swift action to improve the performance of Victoria’s Secret, by, among other things, correcting past merchandising mistakes and ensuring that Victoria’s Secret is communicating a compelling, up-to-date brand image that resonates with today’s consumers.”

Shockingly, L Brands has lost more than half of its value in the last five years.


James Fishman has been involved in the world of online magazines for more than 15 years. He helped launch Sunstone Online and continues to improve the magazine as site editor and administrator. His writing focuses primarily business and technology. To be in touch with James, feel free to contact him at james[at]

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