Victoria's Secret Revives Pink After Brand Lost Half Its Sales
Updated
Updated · The New York Times · Sep 6
Victoria's Secret Revives Pink After Brand Lost Half Its Sales
3 articles · Updated · The New York Times · Sep 6
Summary
Pink had lost half its sales volume from its peak, prompting CEO Hillary Super to make reviving the young-women’s label an early priority after taking over two years ago.
Super said the brand had been stripped of its identity and reduced to a cheaper 'Victoria’s Secret light' instead of being built as a distinct business.
Victoria’s Secret is now refreshing Pink in stores, redefining its target customer and trying to restore the label as a separate growth engine.
The overhaul matters because Pink had been neglected while also cannibalizing the main brand, leaving the broader company stuck in a prolonged sales slump.
The push comes after a decade of scandal, leadership turnover, restructuring and weak sales at Victoria’s Secret, including scrutiny over its treatment of women and ties to Jeffrey Epstein.