Victoria’s Secret
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Victoria’s Secret Straddles the Line Between Past and Present
The lingerie label is courting younger, digitally native customers through a YouTube docuseries, theatre screenings and live show access, while preserving the sexiness that made it iconic.
How Brands Are Democratising the Runway
To turn fleeting buzz into lasting customer loyalty, fashion labels are welcoming shoppers into the traditionally exclusive world of runway shows through invites, community events and content that deepens collection narratives.
Victoria’s Secret Brought Sexy Back. What About Beauty?
The underwear juggernaut has been hard at work revitalising its offer by returning to its glamorous roots. But its massive cosmetics and fragrance business has been slower to transform.
Is ‘Elle’ the New Blueprint for Product Placement?
The ‘Legally Blonde’ prequel series is taking the ties between product and plot to another level, incorporating its stars into spots and referencing the show in corresponding social content.
Victoria’s Secret Shareholder Wages High-Stakes Campaign to Oust Chair
Billionaire Brett Blundy, whose investment firm is the lingerie brand’s second biggest shareholder, is waging a campaign to oust the long-term chair, setting up a showdown at the company’s annual meeting on Thursday.
Can Beauty Crack the World Cup?
As football becomes the next big sporting event for beauty marketing, brands are rushing to activate around the global event — with varying levels of investment.
The Step-by-Step Guide to Brand Elevation | Case Study
A growing number of mass and premium brands are pushing upmarket with a more luxe look, better materials and, often, higher prices. This case study unpacks how these labels are navigating the tricky challenge of elevating a brand.
Explainer: How Retailers Can Fight a New Wave of Cyberattacks
A series of breaches at high-profile retailers like Victoria’s Secret and Marks & Spencer is putting cybersecurity back in the foreground. BoF examines what leaves fashion businesses vulnerable and how they can protect themselves.
How Retailers Are Bracing for a Potentially Grim Year
Facing uncertainty around tariffs and fears of a potential recession, the strongest and weakest fashion companies alike have issued a cautious outlook for 2025. Even so, low consumer confidence does not guarantee a pullback from spending. For the savviest players, there is still room for growth.
The Multi-Step Beauty Routine Moves Beyond the Face
It’s not just facial skincare that gets 10 steps or more these days as influencers drive demand for entire scalp, hair, body and hand care routines.