When it comes to having a well known brand image, you can't deny that Victoria's Secret is definitely not lacking awareness in being known as "Sexy." Yet CEO Sharen Jester Turney seems to think that it now has become too sexy. The chief executive of the brand known for its provocative televised fashion shows and alluring stores recently made an admission that in her mind, the brand has become "too sexy" -- or at least the wrong kind of sexy. With a 50% share of the $10-billion-plus U.S. lingerie industry, you have to wonder just what the heck she's driving at? Turney said Victoria's Secret needs to win customers back to its core lingerie business by producing more sophisticated merchandise. It plans to improve the quality of its sleepwear, and has hired executives, including a new head of its beauty division, to bolster its product and store design. Makes you wonder what kind of TV campaign they'll start running next.
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Doesn't look too sexy to me!
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