Victoria Secret Has Become Too Sexy For It's Own Good

Victoria's Secret, the company that brought us the Very Sexy bra, the Fantasy Bra, and the image that "skimpier is better" has become too sexy for its own good.

"We've so much gotten off our heritage ... too sexy, and we use the word sexy a lot and really have forgotten the ultra feminine," said Sharen Turney, Victoria's Secret's chief executive. "Now I feel strongly about us getting back to our heritage and really thinking in terms of ultra feminine." 

In my humble opinion, they got off track when they started chasing after the very young woman. Now they are paying the price.  The more mature patron knows there's a big difference between sexy and sleazy. The company lost a lot of their customers choosing to go down the wrong road.

What created this change of heart at Victoria's?  You guessed it - the bottom line.  Fourth-quarter profits fell 12% and first-quarter earnings will be below Wall Street expectations.  Can't let that happen, especially in this market environment.

The chain was started in San Francisco in 1977 by Roy Raymond, who said he was embarrassed trying to buy lingerie for his wife and hoped to provide a comfortable place for men to shop.

If they do change their image to suit an older more more sophisticated audience I'm willing to give it another try.  Maybe they will come up with "Give The Girls A Lift" bra.