The embattled lingerie giant is attempting the most extreme brand turnaround in recent memory: an effort to redefine not just itself but also the very idea of what “sexy” is. The VS Collective includes women famous for their achievements and not their proportions, like the soccer star and gender equality advocate Megan Rapinoe.

Amazing to read that all things we had been trying to do for years are now actually happening…the brand has so much love globally I’m sure these moves will propel VS in the right direction. Upwards!

https://www.nytimes.com/2021/06/16/business/victorias-secret-collective-megan-rapinoe.html

Brand Brand positioning Marketing Repositioning storytelling Susan Hewlett Sessions Victoria's Secret