Shaken & Stirred - Influential Brand Profiling and Positioning

“Victoria’s Secret may be next to tumble”

Victoria’s Secret might become the next Abercrombie & Fitch

Victoria’s Secret has a stronghold on the lingerie market. Its store sales this year amassed over $6.1 billion.

But one expert is saying that Victoria’s Secret’s explosive success might start tumbling because of the ever-important demographic of millennials and their changing attitudes.  Retail analyst Nikki Baird of research firm RSR recently wrote on Forbes that she thinks that “Victoria’s Secret may be next” when it comes to brands that millennials will ultimately dethrone.

She wrote that she “can’t help but think the retailer is dangerously vulnerable to the same issues that took down the former brand powerhouse that was Abercrombie & Fitch.”

Abercrombie & Fitch has been working to revive sales recently.

Baird explains how many retailers are trying to cater to millennials to save themselves, but millennials’ preferences may not fall in line with what Victoria’s Secret stands for. Further, Baird points to three specific reasons why millennials might spurn Victoria’s Secret:

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