by As with most retailers, Victoria’s Secret & Co. is careful in 2025 and predicts the decline in sales for the first quarter and then a year back.
But as the lingerie giant negotiates with a careful consumer, colder weather and tariff uncertainty from the White House of Trump, the long-term plans from Hillary are super on the focus.
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Great – who jumped from Savage X Fenty to Chief Executive Officer from Victoria’s Secret last September – said she had a lot to work.
“We are building a position of strength as the largest intimate clothing company in the world,” said the CEO on Thursday in a conference call. “In North America we have a market share of around 20 percent, 25 million active customers and 38 million loyalty members. We have the second largest brand on social media on social media with 88 million followers on Instagram. “
And while the North American intimate market declined slightly in the fourth quarter, Super said that the company exceeded the market for the second quarter in a row.
In order to use this dynamic and management status of the company, Super has brought the company to potential.
“We play insults, bend into our core strength and open up new opportunities,” she said.
The plan consists of four key strategies that have the company:
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Recommendation at the pink brand.
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New assessment of the authority of the company in BHS.
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I would like to expand the beauty, sports and swimming companies.
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And updates the company’s approach, reducing production duration for some categories and at the same time optimizing branding strategies.
“With the shift of cultural, technology and shopping behavior, our strategy for market launch also has to be launched,” said Super. “By staying true to our brand DNA and at the same time adapting how we are committed, inspiring and serving, we will deepen connections to existing customers and attract new customers, at the same time strengthen loyalty and promote long-term growth.
“A way we will do this is to create a stronger distinction between Victoria’s secret and pink in everything, from the product to marketing to experience,” she said. “Today the boundaries between the two brands are blurry.”
The company moves to an organ diagram in which brand president at Victoria’s Secret, Pink and in the beauty business leads product-oriented functions.
While these changes take time, the company goes into a tougher environment in a daily environment.
The company predicted a decline of around 2 to 4 percent for sales in the first quarter and increased to 2 percent throughout the year and sales of $ 6.2 billion to $ 6.3 billion.
Part of it is the consumer climate, but great said there were also some things that the company could have done better.
“We pulled marketing editions for the fashion show for the fashion show in October,” she said. “One of those who came out in the back of the fashion show that the Halo was about eight to ten weeks in relation to traffic. I think we have withdrawn a little too far during marketing, and we should have had another event, be it in January for sports or Valentine’s Day to really drive this heat, awareness and traffic.
“We didn’t bought Valentine’s Day big enough,” she said. “So we blown sleep, which was one of the great holiday drivers. We blown it through in a few weeks and basically sold it out when we arrived until the beginning of February. “
The structure in the fashion industry is about doing, learning and making progress.
Super said that the fashion show was “a great success” and said that in autumn there would be a “spike” in marketing editions with the next iteration. But it wasn’t incomparable what it would look like.
“We are still working through,” she said. “There will be a kind of activation that is important in the back half of the year and we work together in a series of options. So there is more to share. “
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