Bringing sexy back...a few notches

Victoria's Secret has decided that they're just a bit too sexy. Who knew crotchless undies and sheer bras could be too sexy? tsk tsk
Vickie's profits have fallen consistently over the past few years, with sales falling 12 percent in the last quarter of 2007. Sharen Turney, VS's CEO, thinks that the clothing and advertisements have gotten too sexy and have drifted from the original purpose and mission.

"I feel so strongly about us getting back to our heritage and really thinking in terms of ultra-feminine and not just the word sexy and becoming much more relevant to our customer," said Ms. Turney. "We will also reinvent the sleepwear business and focus on product quality. Our assortment will return to an ultra-feminine lingerie brand to meet her needs and expectation."

Victoria's Secret DID, indeed start as a place where men could- comfortably- walk in and buy their wives cute pajamas and intimate apparel. Now, with Very Sexy Bras, Very Sexy Perfume, Sexy Little Nothings thongs and So Sexy Hair Products, I can see why men are shying away. Sure, men would love to see their wives or girlfriends in these skimpy outfits, but... they're better off with diamonds. At least diamonds won't get them, flustered and blushing while a sales woman in a low-cut, black suit asks, "What is your wife's cup size?"

The changes can already be seen in what VS is promoting. Instead of the sexy, "Give me everything I want and nothing I need ads", they're now promoting a BIOFIT bra, which claims to fit just as good as a custom-fit bra. So, instead of promoting sexy bras that look pretty, they're coming out with "functional" bras. I'm sorry, but personally, if I wanted that- I'd just go to Wal-Mart and buy this.


I'm not sure if going back to basics and toning down the sexiness will help of hurt VS. I do agree that VS has gotten away from their original mission. After all, there are places that sell overly sexy, scandalous lingerie. It's a little place called Frederick's of Hollywood. BUT, I hope they don't completely turn away from sexy. I still want to be able to tell my man that I picked up something from Vickie's and have him raise an eyebrow and think it's from the Very Sexy collection and not long-sleeved pink wool pajamas.