Victoria’s Secret is at a crucial juncture following the recent appointment of Hillary Super as CEO. Her background as the former leader of Savage X Fenty positions her uniquely to navigate the challenges facing this iconic lingerie brand. As the company’s third leader in four years, Super’s focus will be on reinvigorating Victoria’s Secret’s identity and enhancing its appeal to a broader consumer base.

Investors responded positively to the news, with shares spiking over 25%. This financial optimism stems from Super’s track record in retail, particularly her tenure at Savage X Fenty, where she contributed to a more inclusive and diverse brand image. Analysts highlight her potential to drive product innovation and strengthen customer loyalty—key factors to differentiate Victoria’s Secret in a saturated market filled with new entrants.

Previously, Victoria’s Secret attempted to redefine itself by distancing from its hyper-sexualized brand image, adopting a more inclusive approach. However, sales continued to decline as consumers were left unsure about the brand’s core identity. As observed with brands like Abercrombie & Fitch, a successful rebranding can revitalize consumer interest.

Super’s challenge will be to craft a clear brand narrative that resonates with today’s shoppers. She must effectively communicate that “sexiness can be inclusive” while delivering well-designed products and an engaging retail experience. The return of the annual fashion show and a renewed marketing strategy could play a pivotal role in re-establishing Victoria’s Secret as a leader in the lingerie market.