CEO Martin Waters says, “the haters have gone away… people we know and love are proud of us again.”
Shoppers and investors alike seem pleased. Victoria’s Secret — parent company to the Victoria’s Secret Lingerie, Beauty and Pink brands — after the market closed, improving on top-line revenues. Investors were also satisfied: company shares rose more than 4 percent at the start of Thursday’s session.
“The haters have gone away,” Waters said on the call. “That initial noise of the [brand] repositioning being a dangerous thing to do has gone away. We don’t hear about it now. Social media posts are overwhelmingly positively received. When we first announced our positioning, we got a significant amount of mail from people who said, ‘This is terrible. You’re scorching the earth. You’re spoiling our brand.
“Are there women who were shopping with us, who no longer find the brand attractive?” Waters continued. “I don’t think so. We still sell provocative merchandise. We still embrace very sexy. Some of our best-selling items are in the collections that are most provocative. Valentine’s Day is a holiday that we celebrate and we own and we’re unashamedly sexy at that time of the year.
“But we can do other things as well,” the CEO added. “And I hope you’ll see that when we launch Mother’s Day in a few weeks’ time, which I think is about one of the best campaigns that we’ve ever launched. So for us, it’s about a balance. Rather than the brand Victoria’s Secret just being one thing, which is sexy, it’s about Victoria’s Secret the brand advocating for women in all aspects of their life — be that maternity, be that date night, being company at home, be it sport.
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