In their new book Selling Sexy: Victoria’s Secret and the Unraveling of an American Icon, journalists Lauren Sherman and Chantal Fernandez explore the history and impact of the retail giant. The brand, once a symbol of beauty and femininity in American culture, has struggled to adapt to modern ideals and commercial landscape. The book covers various aspects of the company’s history, from its founding story to its marketing strategies and the role of key figures like Les Wexner and the models associated with the brand.
Sherman and Fernandez highlight how Victoria’s Secret played a significant role in shaping shopping culture and influencing societal views of women. The company’s marketing campaigns, known for featuring glamorous supermodels, have become iconic in defining notions of sexiness and beauty. The book also delves into broader topics relevant to the contemporary retail world, such as offshore production, brand as media companies, retail expansion, and digital expansion.
The discussion also touches on the controversial beginnings of Victoria’s Secret, as well as the ongoing debate between feeling sexy versus feeling comfortable. The iconic Victoria’s Secret fashion show, known for its extravagant productions and star-studded performances, is seen as a cultural touchpoint that showcases the brand’s impact on popular culture. The return of the fashion show to television screens later this month serves as a reminder of Victoria’s Secret’s enduring presence in the fashion and entertainment industry.
Overall, Selling Sexy offers a comprehensive look at the rise and fall of Victoria’s Secret, exploring the various factors that have shaped the brand’s image and reputation. Through interviews with key players in the company and analysis of its marketing strategies, the book sheds light on the challenges faced by Victoria’s Secret in navigating a changing cultural and commercial landscape. With insights from industry experts and journalists, Selling Sexy provides a nuanced understanding of the iconic brand’s evolution over the years.
