Initially known for its glamorous and exclusive image, Victoria’s Secret dominated the lingerie market through its captivating marketing strategies, which often featured supermodels in elaborate fashion shows. This pervasive aura of exclusivity and fantasy carved a lucrative niche. However, this marketing ploy, fixating primarily on ultra-thin models, began drawing criticism in the late 2010s for promoting unrealistic beauty standards and lacking size inclusivity.

The pivotal moment came in November 2018 when Ed Razek, then-chief marketing officer for L Brands, made a controversial statement to Vogue excluding “transsexuals” from runway shows. This not only ignited backlash for its exclusionary stance towards the transgender community but also reignited criticism over the brand’s overall inclusivity, particularly in terms of body diversity. Victoria’s Secret began an intensive rebranding journey in response to mounting pressure and plummeting public perception.

This controversy spurred a strategic overhaul focusing on a more inclusive and feminist image. Despite these efforts, the company experienced declining sales, prompting another pivot back to its core theme of “sexiness.” This case study outlines the marketing strategies employed by Victoria’s Secret before and after the controversy, highlighting the brand’s efforts to navigate evolving market dynamics and societal expectation