Me Too Movement and Victoria Secret Sale: An Analysis of the Impact of the Movement on Consumer Behavior During the Annual Sale

The Me Too movement, an influential global campaign against sexual harassment and assault, has undeniably reshaped the discourse surrounding gender equality and the treatment of women. Through the power of social media and shared stories, survivors have collectively rallied to expose the pervasive and often normalized nature of such misconduct. However, as society continues to reckon with these issues, systemic change remains imperative. Amidst ongoing discussions on inclusivity and representation, the renowned lingerie brand Victoria's Secret faced criticism and controversy due to it’s lack of diversity and limited portrayal of women's bodies. In response, the company announced a strategic pivot, acknowledging the need to evolve and adapt to modern consumers' demands. While this development signals progress, it highlights the intersectionality of necessary changes in various industries, reminding us that the fight for equality extends beyond hashtags and extends into all aspects of our society.

Why Did Victoria Secret Lose Sales?

Victorias Secret, once a leading force in the lingerie industry, experienced a significant decline in sales in recent years. One of the main factors contributing to this downturn was the brands struggle to adapt to changing consumer demands. As the lingerie market evolved, customers began seeking out more inclusive and diverse options in terms of size, design, and style. Unfortunately, Victorias Secret failed to keep up with this shift, predominantly focusing on it’s traditional, narrow view of beauty and limited range of sizes. As a result, customers turned to other brands that offered a wider variety of options that better catered to their individual needs.

Furthermore, the COVID-19 pandemic also played a role in Victorias Secrets sales decline. With physical stores being forced to close or operate at reduced capacity, the brands brick-and-mortar sales significantly plummeted. This disruption in the traditional retail landscape further highlighted the need for Victorias Secret to adapt and invest in it’s online presence, which it had previously neglected. Unfortunately, the brands sluggish response to the rising popularity of e-commerce and the lack of an effective online shopping experience hindered it’s ability to recover lost sales during the challenging times of the pandemic.

In a bid to address previous controversies and revamp it’s image, Victoria’s Secret is making significant changes to it’s renowned fashion show. The decision comes after the show faced cancellation in 2019 due to various controversies. The lingerie brand’s Chief Financial Officer, Timothy Johnson, has announced that the revamped show will mark a fresh start as Victoria’s Secret takes full control over it’s production for the first time. Transitioning from it’s previous corporate parent, L Brands, the new iteration aims to redefine the brand’s vision and reinvent it’s iconic fashion show.

Has Victoria Secret Show Stopped?

In recent years, the Victorias Secret Fashion Show has faced it’s fair share of controversies. These controversies ultimately led to the show being discontinued in 20However, Victorias Secrets chief financial officer, Timothy Johnson, has revealed that the iconic fashion spectacle will undergo a complete revamp. The decision to restructure the show comes after Victorias Secret split from it’s corporate parent company, L Brands, in 2021.

While the specific details of the revamped show remain unknown, there’s speculation that it will feature a more inclusive roster of models and a renewed emphasis on empowerment. Victorias Secret has already taken steps towards rebranding itself by hiring new spokespeople and adopting a more body-positive messaging. The brands commitment to diversity and inclusivity will likely be integral to the new shows success.

The Controversy Surrounding the Victoria’s Secret Fashion Show and It’s Impact on the Brand’s Image.

The Victoria’s Secret Fashion Show has faced significant controversy in recent years, which has had a negative impact on the brand’s image. Critics argue that the show promotes an unrealistic and exclusionary beauty standard, lacking diversity in both body types and races. Moreover, allegations of misogyny and objectification have further tarnished the brand’s reputation. Consequently, the once highly-publicized annual event has lost relevance and faced a decline in viewership.

Source: The Victoria’s Secret Fashion Show is coming back after 4 years

It appears that there may be some major changes in store for the retail giant Victoria’s Secret, as it’s been announced that the private-equity firm Sycamore Brands will be acquiring a majority stake in the company. In a deal worth approximately $525 million, Sycamore Brands will now own 55% of Victoria’s Secret, with L Brands retaining the remaining 45% stake. This news has caused a significant drop in the shares of L Brands, signaling a shift in the market’s perception of the company’s future.

Is Victoria Secret Being Sold?

In a recent announcement, L Brands, the owner of Victorias Secret, confirmed that it will be selling a majority stake of the renowned lingerie brand to private-equity firm Sycamore Brands. This news has sparked a significant decline in L Brands stock, with shares sliding by 12% in premarket trading on Thursday.

The acquisition by Sycamore Brands raises several questions about the future direction and vision for Victorias Secret. It remains to be seen whether the new ownership will bring about significant changes in the brands strategy, marketing approach, and product offerings. Analysts and industry experts will closely observe how Sycamore Brands plans to leverage it’s expertise in the retail sector to steer Victorias Secret towards sustainable success.

This development also puts a spotlight on L Brands commitment to focusing on it’s other thriving business, Bath & Body Works. With the retail landscape evolving rapidly, L Brands aims to streamline it’s portfolio and allocate resources strategically to maximize profitability and shareholder value. Divesting a majority stake in Victorias Secret allows L Brands the flexibility to concentrate on further strengthening it’s other successful retail ventures.

He felt that there was a lack of comfortable and appealing lingerie options for men to buy as gifts. This experience led him to create Victoria’s Secret, a brand that initially aimed to provide a more inviting and enjoyable lingerie shopping experience for both men and women. However, the ownership of Victoria’s Secret has changed over the years, and it’s now owned by L Brands, a company led by it’s founder Leslie Wexner.

Who Is the Owner of Victoria’s Secret Now?

He felt that the experience was uncomfortable and made him realize that there was a market for a more upscale, romantic lingerie store. Thus, Victorias Secret was born. The brand quickly gained popularity for it’s luxurious and sophisticated lingerie offerings, catering to women who desired a more sensual and empowering look.

In 1982, Roy Raymond sold Victorias Secret to The Limited, an American clothing retailer. Under the ownership of The Limited, the brand underwent significant expansion and became a prominent player in the lingerie industry. The Limited transformed Victorias Secret from a small boutique into a global lingerie empire, with numerous stores across the United States and internationally.

However, in recent years, the brand has faced criticism for it’s lack of inclusivity and outdated marketing strategies. In response to changing cultural attitudes towards beauty and body standards, Victorias Secret struggled to adapt and faced declining sales. The brands controversial comments and it’s failure to embrace diversity led to a decline in it’s popularity and market share.

In February 2020, it was announced that Victorias Secret would be sold to Sycamore Partners, a private equity firm. The acquisition was aimed at revitalizing the brand and repositioning it for success in the evolving lingerie market.


It’s impact has reverberated across various sectors, prompting calls for accountability and long-overdue changes. Similarly, the Victoria's Secret Sale, while originally celebrated as a popular event, has also faced scrutiny for perpetuating antiquated beauty standards and excluding diverse body types. These two topics, although seemingly unrelated, exemplify the power and necessity of ongoing societal conversations and movements towards inclusivity, empowerment, and equality. It’s through such dialogues and transformative actions that we can strive for a more just and equitable future for all.