Insight of the Day: Can lingerie brand Victoria’s Secret win with Gen Z?

Why It Is Trending Victoria’s Secret is trending as it attempts to win back Gen Z consumers by transforming its legacy image. The brand is shifting from its traditional provocative, high-glamour appeal toward a modern identity centered on inclusivity, comfort, and sustainability. This transformation is critical as it faces declining sales, intense competition from more progressive brands like Savage X Fenty and Skims, and legacy controversies that have hurt its reputation.

Overview The article examines Victoria’s Secret’s efforts to recapture its past glory and appeal to a younger demographic. Once a powerhouse in the lingerie market with a provocative image, the brand is now revamping its marketing strategies—reviving its fashion show with diverse models, including plus-sized and transgender figures, and embracing social media to engage Gen Z. Despite these initiatives, many consumers remain skeptical about whether the brand has truly evolved, especially when compared to its nimble, inclusive competitors.

Detailed Findings

• Revamped Fashion Shows:

  • The recent fashion show marked the first in six years and featured a mix of veteran supermodels (e.g., Adriana Lima, Tyra Banks) alongside new faces, including plus-sized and transgender models.

  • The event, livestreamed on social media, aimed to fuse nostalgia with modern inclusivity.

• Brand Image Transformation:

  • Victoria’s Secret is trying to move away from its outdated image of overt sex appeal and high glamour, which once defined its identity in the 1990s and 2000s.

  • The brand is rebranding to emphasize comfort, inclusivity, and sustainability.

• Consumer Sentiment:

  • There is mixed feedback: while the new shows attract attention and have driven some record sales moments, many younger consumers—particularly Gen Z—feel the brand still hasn’t fully embraced modern values.

  • Some customers appreciate the nods to its past, but others criticize it for not evolving enough.

• Competitive Landscape:

  • Victoria’s Secret faces stiff competition from brands like Savage X Fenty, Skims, and emerging UK competitors that already prioritize inclusivity and comfort.

• Sales Performance & Market Position:

  • After record sales in 2016, the brand experienced a decline, with controversies and a lack of innovation contributing to flagging performance.

  • Recent leadership changes, including the appointment of Hillary Super, have shown some positive impact, but growth is currently driven more by older millennials than by Gen Z.

Key Takeaway Victoria’s Secret must fully reimagine its brand identity to resonate with Gen Z. This means moving beyond nostalgic elements and superficial diversity to embed inclusivity, comfort, and sustainability at the core of its product offerings and messaging. Only then can it regain trust and secure loyalty from a younger, socially conscious audience.

Main Trend

• Name: Gen Z-Driven Brand Reinvention

• Description: Legacy brands are undergoing a comprehensive transformation to align with Gen Z’s values—focusing on authentic inclusivity, sustainable practices, and a shift away from outdated, provocative imagery toward more comfort-oriented, modern aesthetics.

What Is Consumer Motivation Consumers, especially Gen Z, are motivated by a desire for brands that mirror their progressive values. They demand authenticity, inclusivity, and products that support a sustainable, comfortable lifestyle. They are drawn to brands that not only offer quality products but also demonstrate social responsibility and cultural relevance.

What Is Driving the Trend

• Evolving Social Values: Changing attitudes among younger consumers who prioritize diversity, inclusivity, and ethical practices.

• Digital Influence: Social media has amplified calls for authentic representation and transparency, pushing brands to adapt quickly.

• Competitive Pressure: New entrants like Savage X Fenty and Skims set high standards for inclusivity and modern branding, forcing legacy brands to evolve.

Motivation Beyond the Trend Beyond superficial rebranding, consumers seek a genuine transformation that addresses past controversies, embraces ethical values, and offers products that are both comfortable and sustainable. They want to see brands take concrete actions toward inclusivity and social responsibility, not just lip service.

Description of Consumers Referred to in the Article

• Age: Primarily Gen Z (late teens to mid-20s) and younger millennials.

• Gender: Predominantly female, though the trend appeals across genders as inclusivity is emphasized.

• Income: Typically middle-income consumers who are fashion-conscious and socially aware.

• Lifestyle: Digitally engaged, socially progressive, and value-driven. They are active on social media, prioritize ethical consumption, and seek brands that reflect modern cultural standards of comfort and inclusivity.

Conclusions Victoria’s Secret is at a crossroads, needing to shed its legacy image to remain relevant. While its revived fashion shows and diverse model choices mark progress, the brand must more deeply embed values of inclusivity, comfort, and sustainability to truly win over Gen Z. Without this comprehensive transformation, it risks being overshadowed by competitors that already resonate with modern consumers.

Implications for Brands

• Rebranding is Essential: Legacy brands must fully rebrand themselves to align with contemporary values.

• Emphasize Authenticity: Marketing strategies should reflect genuine commitments to diversity, sustainability, and comfort.

• Innovate Product Offerings: Adjust product lines to offer more inclusive sizing, sustainable materials, and designs that prioritize comfort.

• Engage on Digital Platforms: Leverage social media and influencer partnerships to communicate a modern, inclusive brand narrative.

Implications for Society

• Cultural Evolution: The shift forces a broader industry and society to value diversity, inclusivity, and ethical practices over traditional, outdated images.

• Market Accountability: Consumers increasingly demand that brands not only sell products but also stand for progressive social values, influencing the overall market landscape.

Implications for Consumers

• Better Representation: Consumers gain access to products that better reflect their values and body types.

• Enhanced Trust: Authentic brand transformations can rebuild consumer trust, leading to more loyal customer relationships.

• Social Empowerment: Greater inclusivity in marketing fosters a sense of belonging and empowerment among diverse consumer groups.

Implications for the Future

• Legacy Brands Must Evolve: The future will favor brands that successfully integrate modern values into their core identity.

• Increased Competition: As more brands adopt inclusive and sustainable practices, those that lag behind risk losing market share.

• Shift in Market Dynamics: The overall market will see a shift toward ethical, inclusive, and comfort-oriented products, setting new industry standards.

Consumer Trend

• Name: Gen Z-Driven Brand Reinvention

• Detailed Description: A trend where legacy brands revamp their identities to align with the progressive, inclusive, and sustainability-focused values of Gen Z. This shift includes embracing authentic diversity, modern aesthetics, and ethical practices to rebuild consumer trust and relevance.

Consumer Sub Trend

• Name: Inclusive and Sustainable Fashion

• Detailed Description: A subset focusing on the demand for products that prioritize diverse body representations, sustainable materials, and designs that favor comfort over outdated provocative imagery. This sub trend is particularly influential among Gen Z and younger millennials.

Big Social Trend

• Name: Cultural Shift Towards Inclusivity

• Detailed Description: A broad societal movement emphasizing diversity, acceptance, and ethical responsibility in all industries, leading to a demand for authentic representation and sustainable practices in branding and product design.

Worldwide Social Trend

• Name: Global Evolution of Brand Identity

• Detailed Description: Across international markets, there is a growing expectation for brands to reflect modern values of inclusivity, sustainability, and authenticity. This trend drives global competition and compels legacy brands to innovate their identities to meet contemporary consumer standards.

Social Drive

• Name: Desire for Authentic Representation

• Detailed Description: At the heart of these trends is a social drive for genuine, transparent representation. Consumers, particularly Gen Z, are pushing for brands to reflect their diverse realities and progressive values, seeking authenticity in both marketing and product offerings.

Learnings for Brands in 2025

• Embrace Comprehensive Rebranding: Legacy brands must evolve holistically, not just cosmetically, to appeal to modern consumers.

• Focus on Inclusivity and Sustainability: Integrate these values into every aspect of the brand, from product development to marketing communications.

• Leverage Digital Engagement: Use social media, influencer partnerships, and authentic storytelling to connect with Gen Z and build trust.

• Innovate Product Lines: Update products to reflect modern aesthetics and functionality that prioritize comfort and ethical production.

Strategy Recommendations for Brands in 2025

• Rebrand Authentically: Conduct a brand audit to realign visual identity, messaging, and product offerings with contemporary values.

• Engage Gen Z Directly: Develop digital campaigns and influencer collaborations that resonate with Gen Z’s social and cultural expectations.

• Invest in Product Innovation: Introduce inclusive sizing, sustainable materials, and designs that emphasize comfort and practicality.

• Communicate Transparently: Address past controversies openly and demonstrate concrete steps taken toward inclusivity and ethical practices.

• Collaborate Strategically: Partner with forward-thinking brands and influencers to signal a genuine commitment to modern values.

Final Sentence (Key Concept) Describing the Main Trend The “Gen Z-Driven Brand Reinvention” trend encapsulates the necessity for legacy brands like Victoria’s Secret to transform their identities by embracing inclusivity, sustainability, and authentic representation to resonate with a new generation of consumers.

What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It Brands should undertake a deep, authentic rebranding process that redefines their core values to align with Gen Z’s expectations. This involves overhauling product lines to focus on inclusivity and comfort, using digital channels and influencer partnerships to engage with younger audiences, and committing to transparent, ethical practices. By strategically pivoting to a modern, progressive identity, legacy brands can regain market relevance, rebuild consumer trust, and secure long-term growth in a competitive landscape.

Final Note

• Core Trend:

  • Name: Gen Z-Driven Brand Reinvention

  • Detailed Description: Legacy brands are compelled to transform their identities to align with the progressive values of Gen Z, embracing inclusivity, sustainability, and authentic representation as key pillars of their modern rebranding strategies.

• Core Strategy:

  • Name: Inclusive Authenticity

  • Detailed Description: A strategy centered on genuine, transparent brand evolution that prioritizes diversity, ethical practices, and comfort, enabling legacy brands to connect meaningfully with a new generation of consumers.

• Core Industry Trend:

  • Name: Modernization of Legacy Brands

  • Detailed Description: An industry-wide movement where established brands are reimagining their product offerings and marketing strategies to meet contemporary demands for inclusivity, sustainability, and modern aesthetics.

• Core Consumer Motivation:

  • Name: Demand for Authentic and Inclusive Representation

  • Detailed Description: Consumers, particularly Gen Z, are driven by the need for brands that reflect their diverse realities and progressive values, seeking authenticity, transparency, and ethical responsibility in both product offerings and brand narratives.

Final Conclusion Victoria’s Secret stands at a critical crossroads as it strives to win over Gen Z. To succeed, the brand must move beyond superficial rebranding efforts and fully embrace a modern identity rooted in inclusivity, sustainability, and authentic representation. By leveraging digital engagement, innovating product lines, and communicating transparently, Victoria’s Secret can redefine its legacy and secure a meaningful connection with a new generation, ensuring long-term relevance and growth in an increasingly competitive market.

Source: https://www.ft.com/content/cfdc7719-874d-41a6-8def-200ef52d2902