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Just weeks after pledging to deliver a new feminist approach to its brand, Victoria’s Secret appears to have reverted to its tried and tested “sex sells” strategy following a slump in sales. The US lingerie chain had attempted to rehabiliate public perception following criticism that it promoted typically thin, white models as the preferred beauty standard. Relaunching its once blockbuster fashion show in September, Victoria’s Secret replaced its “Angels” with the VS Collective – a group of diverse, successful women including Megan Rapinoe and Priyanka Chopra. But executives are now reportedly re-embracing “sex appeal” after the short-lived makeover failed to boost sales. During a presentation last week, a top executive said Victoria’s Secret would be the subject of an image overhaul, adding “sexiness can be inclusive”. “Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on,” Greg Unis, brand president of the company’s youth-focused venture Victoria’s Secret & Pink, told investors on Thursday (13 October). The reboot is part of a larger strategy to revive its sales after a five-year marketing overhaul fell short of expectations. According to the Business of Fashion, Victoria’s Secret is projecting $6.2bn in earnings this fiscal year – a five per cent drop on sales in 2022, and well below the $7.4bn sales reported in 2018. Now, Victoria’s Secret has laid out a roadmap to bolstering its revenue, including cost-cutting, reviving its swimwear and activewear ranges, and further expanding its offerings to include products such as sweaters, slip dresses, and corsets. Giving its stores a more “welcoming” facelift is also part of the plan. Chief executive Martin Waters added that the retailer’s inclusivity initiatives and campaigns had “not been enough to carry the day”, referring to the company’s performance in recent years. Once the purveyors of Swarovski-studded undergarments and unrealistic body standards, Victoria’s Secret has, in recent years, embarked on a journey to shed its hyper-sexualised image and pay attention to changing social norms. Its initial attempt to adjust its image came hot on the heels of declining sales due to the emergence of inclusive and diversity-friendly brands such as Rihanna’s Savage X Fenty and Third Love, as well as several controversies including top management at L Brands – the former parent company of Victoria’s Secret. In 2018, L Brands’ then-marketing boss Ed Razek sparked a backlash when he declared that Victoria’s Secret would never cast transgender and plus-size models in its annual Fashion show because it’s a “fantasy”. Razek resigned the following year after he was accused of inappropriate behaviour with models – allegations he called “categorically untrue, misconstrued or taken out of context”. Around the same time, an investigation by The New York Times uncovered ties between L Brands’ former chief executive Lex Werne and convicted paedophile Jeffrey Epstein, which further sullied the reputation of Victoria’s Secret. In an effort to rehabilitate its image, the brand’s recent campaigns have featuring stars such as former US women’s football captain Megan Rapinoe, plus-size models Paloma Elsesser and Ali Tate-Cutler, and Brazillian transgender model Valentina Sampaio. Last month, Victoria’s Secret: The Tour ‘23 was released on Amazon Prime, with the company declaring the televised catwalk event was the “ultimate expression” of its commitment to a new Victoria’s Secret that’s more in step with the times. Despite its struggles, Victoria’s Secret still owns a lion’s share of the north American market today. “We’ve been insufficiently differentiated in this difficult market,” Waters said, during the meeting last Thursday. “[But] our ambition of being the world’s leading fashion retailer of intimates apparel is unchanged.” Read More Victoria’s Secret was never feminist – why are they bothering to try now? Victoria's Secret overhauls its racy fashion catwalk in its latest moves to be more inclusive From Naomi Campbell to Hailey Bieber: All the top models and celebs in Victoria Secret’s new Icons campaign

By Kevin Buckland TOKYO The Australian and New Zealand dollars declined along with the yuan on Wednesday after

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Jordan Henderson insists he has “no regrets” about moving to Saudi Arabia despite the public backlash. The England midfielder was heavily criticised after his summer transfer from Liverpool to Al-Ettifaq and then was booed off the Wembley pitch by England fans during the friendly win over Australia on Friday night. The midfielder had been a high-profile supporter of LGBTQ+ rights during his time at Anfield and last month apologised for any hurt he caused by moving to a country where homosexuality is illegal. He says his beliefs have not changed and he can do good while playing there. Asked in an interview with Channel 4 whether he had regrets about moving to Saudi Arabia, he said: “No regrets. “I think having someone like myself, with the values that I have, in Saudi Arabia is only a good thing. Before I went to Saudi people knew the groups I supported and helped in the past. “My values haven’t changed as a person just because I’m going to a different country to play football.” Henderson says the booing may have been in part due to an interview he conducted shortly after his move where he claimed the eye-watering wages were not a factor. “After the game I got told there was a little bit going on,” the 33-year-old added. “Of course it hurts because every time you pull on that shirt it’s a proud moment and I’m playing for my team-mates, for my country and for the fans. “So of course it hurts but at the end of the day that’s part and parcel – I’ve had enough criticism over my career so far to be able to deal with stuff like that I’m not the first player to get booed and probably not the last. “I asked that question (why he was booed after the Australia game) and a journalist said it was because I play in Saudi Arabia. It was a decision I made months ago now that doesn’t change who I am as a person. “I did an interview a couple of months ago and maybe some of the stuff that came out didn’t come out in the way that I thought I said it. “An example of that would be when I said I didn’t go out there solely for the money. I think that’s a big difference – it’s not a sole reason going out there for the money.” Asked whether his international chances are harmed by playing in the Saudi Pro League, he added: “There’s no getting away from that. The fitness coaches, sport science coaches are on that and if they see a drop-off I’m sure the manager will tell me. “It hasn’t been an issue so far, I just have to keep an eye on it.” Read More Rassie Erasmus expects England to have ‘some beef’ with South Africa Netherlands stun South Africa in massive Cricket World Cup shock Marcus Smith on ‘modified training’ as England prepare for South Africa semi-final Beth Mead ‘not close’ to England recall, Sarina Wiegman admits Matthew Mott says Ben Stokes ‘spoke really well’ after shock England loss ‘Middle of 2024’ predicted for Savannah Marshall’s rematch with Claressa Shields

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