How Victorias Secret Is Reviving Its Pink Brand

As Hillary Super prepared to become chief executive of Victoria’s Secret two years ago, she couldn’t figure out what had happened to a product line that had once been a critical offering for the world’s largest lingerie retailer.Pink, its sister brand that sells tank tops, flare leggings and push-up bras to young adult women, had lost half of its total sales volume, a catastrophic decline from its heyday a decade ago.Once Ms.Super took the role, she looked at the numbers and listened to stories from her new colleagues.

They told her that management had stripped Pink of its identity.Instead of building out Pink as its own business, the company used it merely as a cheaper alternative to the main brand, or a “Victoria’s Secret light.”Pink needed to be distinct again to help dig Victoria’s Secret out of a lengthy sales rut.

It had been neglected and ate into the main brand’s sales; therefore, a successful overhaul would make a quick impact on the overall business.So Ms.

Super made it a priority: The company would refresh the Pink brand within its stores, redefine the Pink customer and try to revive the struggling label.“We lost a ton of business,” Ms.Super, 54, said, seated in her office at Victoria’s Secret’s corporate outpost in Manhattan.

“So I decided early on that I was going to need to reorganize.”Victoria’s Secret, with headquarters in Reynoldsburg, Ohio, has endured a decade rife with scandal, management changes, restructuring and weak sales after the company was scrutinized over its treatment of women and ties to Jeffrey Epstein.That led to the departure of Leslie Wexner, its longtime owner, who has since sold his stake.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access.

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