Economy

Victoria’s Secret: The Rise and Fall of the Laundry Empire

Model Tyra Banks at the Victoria's Secret fashion show in New York on Wednesday, February 3, 1999.

Model Tyra Banks at the Victoria’s Secret fashion show in New York on Wednesday, February 3, 1999.

AP Photo / Mark Lennihan

Victoria’s Secret has been the largest lingerie retailer in the United States for decades.

But critics accuse the company of having lost relevance in recent years. The comeback plans are also in acute danger.

Here’s the story of the brand’s rise – and more recently its decline.

Victoria’s Secret has been one of the best known and most discussed brands in the United States since the late 1990s. In its heyday, the company was also well known in Germany. This is mainly thanks to his elaborately staged fashion show with famous models – the Victoria’s Secret Angels – such as Heidi Klum, Gisele Bündchen and Claudia Schiffer. At times, the laundry retailer was practically the symbol of sexiness.

However, the tide is turning increasingly. Sales declined. Customers complained that the quality had deteriorated. Victoria’s Secret was also criticized for its image of women. Far from the leader that the company used to be, Victoria’s Secret is currently in a downward spiral. Due to the current body positivity trend, the brand is becoming less and less important for consumers.

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In February, Victoria’s Secrets’s parent company, clothing brand L Brands, sold a 55 percent stake in the brand to a private equity firm. She promised a general overhaul of the brand, but recently filed a lawsuit to try to withdraw from the business.

You can find out more about how Victoria’s Secret made it to the top – and has recently stumbled – here:

Victoria’s Secret is in crisis – the story of the rise and fall of the empire

This article has been translated from English by Dilara Acik. You can find the original here.

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