The recent economic downturn has everyone in a frenzy.
Retailers are drastically cutting employee counts, diminishing the number of
new store openings and scaling back on merchandise. But, one retailer in
particular has been so scared by the downturn that it’s taking sexy back, regardless of what Justin Timberlake says.
Secret–long known for its scantily clad pencil-thin models and juicy
offerings–has a confession to make. It just might be too (gasp!) sexy.
Hmm…what was the first clue, the over-the-top, full of pink and glitter "What
is sexy?" marketing campaign, or the "Very Sexy" and "Sexy
Little Things" lingerie lines?
No wait, I’m pretty sure it’s the itty
bitty sizes that every piece of clothing and lingerie comes in, regardless of
what’s printed on the label. For example, if you’re a size 8 normally, you’ll
have to buy a 12 or nothing at all, because they won’t have that size
available. Not that I’m bitter. I just don’t shop there anymore.
Apparently, execs at Victoria’s Secret are starting to
notice that the only ladies shopping at its stores these days are young college-age girls, who were introduced to the brand through the Pink line (reporting
$900 million in sales in 2007).
The Pink campaign, filled with blaring music in
stores and electric hot pink decor, has turned off more mature shoppers and left
the retailer with a less-sophisticated set of customers. And so now, Vicky is calling the whole thing off,
vowing to change her super-sexy ways.
CEO Sharen Jester Turney said recently in an analyst
conference call, "We have so much gotten off our heritage. We will return
to an ultra-feminine lingerie brand to meet [customer] needs and
The retailer is promising to raise the sophistication of its
lingerie offerings and will add sizes that fit mature women’s bodies as well
(it’s about time!).
Secret isn’t saying when these changes will take place, but their Web site
already seems to reflect less of an emphasis on Gisele with wings pouting her
lips in a barely-there get-up, and instead features a more mature form of sexy–minus all the wings and glitter.
Well, I for one love it and can’t wait to see the retailer
shift into offering lingerie for all women, not just college-age gals. What
about you? Do you think
Secret is panicking for no reason or the change is a long time in coming? Leave
your comments here.