Victoria’s Secret has a bold new look — but will it sell bras?

The VS Collective replaces the supermodel Angels as the company aims to reconnect with shoppers who have tired of narrow standards of beautyOut go the supermodel Angels, in comes the VS Collective, a group of women recognised for their accomplishments and opinions. The hope is they will help Victoria’s Secret reconnect with female shoppers who’ve grown tired of the brand’s narrow standards of beauty.

With their multifaceted identities and activist campaigns, the VS Collective shatters the one-dimensional view of beauty offered by the Angels. The about-turn sends a powerful message that the old Victoria’s Secret is no more. But such a sweeping makeover for Victoria’s Secret risks looking like a cynical marketing ploy. It won’t be easy getting rid of the sexpot image that the retailer peddled for so long.

Stores and products also need to be in line with the new Victoria. The company already offers bras up to a G cup and sizing up to an XXL, but it must go much further to accommodate consumers. The product range needs to be broadened too. Nursing, maternity and mastectomy bras will be added this year.

The retailer is pivoting because customers have told it they want a different version of what’s beautiful and sexy. But what consumers say, and what they buy, can be two different things.

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