In recent years, Victoria’s Secret, once the undisputed leader of the lingerie market, has faced unprecedented challenges. From changing consumer preferences to increasing competition and public criticism of its image, the brand has struggled to maintain its once-glamorous allure. The company’s substantial profit drop forced leadership to make bold moves, including appointing John Mehas as CEO. His leadership signaled a critical shift in the brand’s strategy during one of the most turbulent times in its history. This essay explores the circumstances leading up to Mehas’ appointment, the issues Victoria’s Secret faces, and what his leadership could mean for the brand’s future.
The Rise and Fall of Victoria’s Secret: From Dominance to Decline
Victoria’s Secret has long been a powerhouse in the lingerie industry, known for its seductive marketing, glitzy fashion shows, and iconic “Angels” who embodied the brand’s fantasy image of beauty. Throughout the late 1990s and early 2000s, the company dominated the market, appealing to women across the globe who bought into its aspirational portrayal of femininity. Its annual fashion shows became cultural phenomena, drawing millions of viewers and featuring some of the biggest names in the fashion industry.
However, by the mid-2010s, cracks began to show in Victoria’s Secret’s once-impenetrable armor. The fashion industry, particularly in lingerie, started shifting towards inclusivity, diversity, and authenticity—values that the brand seemed reluctant to embrace. As consumers began to demand more realistic portrayals of women’s bodies and a greater range of products that catered to different shapes, sizes, and lifestyles, Victoria’s Secret’s image felt increasingly outdated and out of touch. New competitors like Aerie and ThirdLove capitalized on this shift, offering products that emphasized comfort, body positivity, and inclusivity, while Victoria’s Secret clung to its traditional, hyper-sexualized image.
At the same time, the rise of the #MeToo movement brought increased scrutiny to brands that seemed to objectify women, and Victoria’s Secret became a frequent target of criticism. The brand’s refusal to diversify its models or promote a more inclusive body image only exacerbated its problems. In 2019, Victoria’s Secret’s once-vaunted fashion show was canceled after years of declining viewership and widespread backlash against its lack of diversity.
These issues, coupled with a general decline in mall traffic and brick-and-mortar retail struggles, led to a significant drop in profits for the company. Victoria’s Secret, which had once been a cash cow for its parent company L Brands, saw its sales and market share plummet, forcing the leadership to rethink its approach.
The Appointment of John Mehas: A Turning Point in Strategy
Amidst this backdrop of financial difficulties and shifting consumer expectations, John Mehas was appointed as the new CEO of Victoria’s Secret in 2019. His appointment was seen as a bold and necessary move to reinvigorate the brand and steer it back toward profitability. Mehas, who had previously served as president of the fashion brand Tory Burch, was known for his ability to reposition brands in challenging markets. His experience with luxury retail and his understanding of evolving consumer preferences made him a promising candidate to lead Victoria’s Secret through this tumultuous period.
Mehas’ appointment was also a clear signal that Victoria’s Secret recognized the need for change. The brand could no longer afford to ignore the demands of modern consumers who prioritized authenticity, inclusivity, and empowerment over the outdated fantasy ideals that the company had been promoting for years. Mehas’ primary challenge as CEO was to reshape the brand’s image while also addressing the steep financial decline that had plagued the company.
One of Mehas’ first tasks as CEO was to navigate the delicate balance between staying true to Victoria’s Secret’s heritage and bringing the brand into the modern era. On one hand, the brand was still beloved by millions for its glamorous, sexy aesthetic. On the other hand, it was clear that this image was no longer resonating with a significant portion of the market. Under Mehas’ leadership, the company began to make slow but notable changes. These included a more diverse range of models, with women of different body types and ethnicities beginning to appear in Victoria’s Secret advertisements—a far cry from the days when the brand was criticized for its lack of representation.
Challenges Ahead: Shifting Market Demands and Brand Evolution
Despite the positive steps made under John Mehas’ leadership, Victoria’s Secret still faced significant challenges. The lingerie industry had transformed rapidly, and consumer expectations had shifted dramatically. Brands that embraced comfort, inclusivity, and body positivity were thriving, and Victoria’s Secret’s slow response to these changes put it at a disadvantage. Competitors like Savage X Fenty, founded by pop star Rihanna, showcased how successful a lingerie brand could be when it embraced diversity and catered to a wide range of body types. Savage X Fenty’s explosive success, particularly through its inclusive runway shows and innovative marketing strategies, stood in stark contrast to Victoria’s Secret’s more traditional approach.
To regain its market share, Victoria’s Secret had to do more than tweak its marketing or expand its product range. It needed to fundamentally rethink its brand ethos. This meant moving away from the male-gaze-driven ideal of beauty that had defined the company for decades and toward a more inclusive, empowering vision of femininity. The brand’s products had to reflect this change as well, with a greater focus on comfort, practicality, and diversity in sizing.
Financially, Victoria’s Secret also faced challenges beyond just its image problem. The decline in mall traffic and the rise of e-commerce put pressure on brick-and-mortar stores, many of which were central to the brand’s business model. Mehas recognized the importance of adapting to the digital age, and under his leadership, the company invested more in its online presence, offering a more seamless shopping experience for customers who preferred to shop from home.
What’s Next for Victoria’s Secret?
The future of Victoria’s Secret under John Mehas’ leadership remains a topic of significant interest and speculation. While his appointment marked an important turning point for the brand, the road ahead is far from easy. Victoria’s Secret still has a long way to go in terms of fully rebranding itself in a way that resonates with modern consumers.
One area where the company could focus its efforts is sustainability. As consumers become increasingly eco-conscious, brands that take active steps toward environmental responsibility are often rewarded with increased loyalty and sales. Incorporating sustainable materials and practices into its products could not only help Victoria’s Secret align with current trends but also appeal to younger, socially conscious consumers.
Another critical area for growth is the continued expansion of the brand’s offerings beyond just lingerie. In recent years, Victoria’s Secret has dipped its toes into the activewear and loungewear markets, areas that are experiencing significant growth as consumers prioritize comfort in their clothing choices. Mehas has an opportunity to further expand these categories, providing consumers with products that align with their lifestyles while maintaining the brand’s signature appeal.
