Redefining "Sexy"

by Kylie Metzger

The well known lingerie store chain Victoria’s Secret is now considering turning down its provocative edge and moving toward the more conservative consumers. Victoria’s Secret is well known in the lingerie industry for its provocative televised fashion shows and alluring stores. The CEO of Victoria’s Secret, Sharen Jester Turney, has responded to the past year’s downfall of income saying, “We will return to an ultra-feminine lingerie brand to meet customers’ needs and expectations."

Victoria’s Secret is in a competitive market that is dominating, but at the same time it is heading toward an economic downturn and their products have veered toward younger shoppers. The word “sexy” is on most of the products offered by Victoria’s Secret, including “Very Sexy” bra lines and makeup, and “Sexy Little Things” risqué underwear. To older shoppers, their image of “sexy” is more sophisticated then just a pricey piece of tiny material. Ms. Turney has also stated, “Victoria’s Secret sees opportunities to introduce both higher-priced and less-expensive merchandise to fend off rivals.”

Other stores such as Abercrombie & Fitch are jumping into the lingerie industry calling their line a less-provocative alternative to Victoria’s Secret for younger consumers. Although they may seem like a small threat, Abercrombie Chief Executive Michael Jeffries said, “He doesn't envision the two brands competing for customers.” Even if Victoria’s Secret is loosing sales from older consumers, I still believe that they will bounce right back up to be at the top of their game once they find the equilibrium of happiness between what both age differences want.