For companies like Parade, Adore Me, Third Love, Thinx, Savage x Fenty, and Knix, there was no easier target than Victoria’s Secret. For decades, VS was a retail brand that moved like Goliath while being run by executives that felt that David never had a stone’s chance. Agility was the Columbus, Ohio company’s nemesis. Even throughout a number changes over the years, it failed to see two things coming: insurgent competition and an evolving American culture. Tone deafness was its own worst enemy. The brand’s hubris made amateurs of retail industry legends.
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