Across 2023, Victoria’s Secret is moving forward with its famed fashion events, while balancing financial realities and strategic shifts. The company has signaled continued investment in marketing as a core lever to grow its brand, with executives outlining plans to support an updated version of the renowned show later in the year. These moves come as the business refines its approach to audience engagement and product storytelling in a competitive market.
Timothy Johnson, the brand’s chief financial officer, reiterated that marketing will be a substantial area of spend. He explained that the investment is not only about promoting products but also about strengthening the overall business and revamping the show experience to resonate with contemporary audiences. This emphasis on marketing reflects Victoria’s Secret’s broader strategy to rebuild momentum and reach new customer segments while staying true to the heritage of its signature events.
Historically, the company has faced cycles of anticipation and delay around the iconic “Angel Show.” For years, executives had hinted that the event would return, yet production challenges and strategic reevaluation pushed the launch into a later timeframe as the brand explored ways to refresh its format and appeal. The ongoing dialogue around the show illustrates Victoria’s Secret’s effort to balance nostalgia with innovation, ensuring the event remains a centerpiece of the brand’s narrative without compromising its evolving identity.
In a notable development, the brand’s 2019 period saw the cancellation of its long-running annual lingerie fashion show, a tradition dating back to 1995. The decision came amid broader scrutiny surrounding leadership and corporate associations, including connections to a controversial figure linked to a high-profile criminal case. This moment served as a turning point for the company, prompting a broader reassessment of public image, governance, and the role of fashion events in communicating brand values. The pause allowed leadership to reexamine risk, storytelling, and audience trust, ultimately guiding a reimagined roadmap for events and marketing efforts in subsequent years.
Beyond the headlines surrounding business strategies, Victoria’s Secret has also highlighted personal milestones within its modeling roster. Reports noted that Jasmine Tookes, a longtime face of the brand, welcomed a child, underscoring the ongoing human dimension behind fashion campaigns and the industry’s real-life narratives that fans follow as part of the brand’s story. This shift reflects how the brand balances high-gloss spectacle with authentic, relatable moments that broaden its appeal and deepen audience connection.
As the brand moves forward, observers look to how Victoria’s Secret will translate marketing investments into tangible outcomes across retail, media, and experiential experiences. The refreshed show concept, coupled with a sustained push in marketing, signals an integrated approach to storytelling that blends legacy glamour with modern sensibilities. The result should be a clearer, more cohesive brand message that resonates with today’s diverse consumer base while honoring the heritage that has defined Victoria’s Secret for decades. The path forward may include collaborations, digital-first campaigns, and audience-driven formats that reflect changing viewing habits and shopping patterns. All of this will unfold within a framework of governance and brand stewardship aimed at rebuilding trust and sustaining growth in North American markets and beyond (Source: Corporate communications and market briefings).