Sales began to falter as competitors like Aerie and Savage X Fenty captured market share, and the company's valuation plummeted, making the brand a vulnerable asset in the eyes of private equity firms. Since the acquisition, the brand has undergone a significant rebranding effort, moving away from the hyper-feminine image of the past and attempting to embrace a more diverse and modern identity.
Victoria's Secret L Brands Spin Off: Current Owner and Brand History
The brand grew steadily through the 1980s and 1990s, eventually capturing the attention of the powerful Spanish conglomerate Inditex in 1999. Raymond observed that men felt awkward shopping for underwear for their wives, leading him to create a store that catered specifically to women.
Victoria's Secret is a name that conjures images of satin robes, elaborate lingerie, and high-glamour fashion shows. The turning point came in 2018 when the brand announced it would no longer produce the iconic fashion show, citing a desire to focus on inclusivity—a stark contrast to its previous branding.
Victoria's Secret L Brands Spin Off: Current Owner and Brand Strategy
This transaction marked a significant departure from the public trading era, returning the brand to private ownership. Strategic Shifts and the Search for Relevance Under Sycamore Partners, Victoria's Secret has been forced to confront the realities of the 21 markets.
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