Victoria’s Secret Appoints Former Savage X Fenty CEO Hillary Super to Revitalize Brand Image

Facing Challenges, Victoria’s Secret Turns to Leadership from a Rival Brand to Reconnect with Consumers

Victoria’s Secret, once a dominant force in the lingerie industry, is undergoing a significant leadership change in response to ongoing challenges. On August 14, the company announced the appointment of Hillary Super, former CEO of Savage X Fenty, as its new chief executive. Super’s appointment is seen as a strategic move to revitalize the brand’s image and market position. She will officially assume her role on September 9, succeeding Martin Waters, who has stepped down as CEO and board member. Tim Johnson, the company’s chief financial and administrative officer, will serve as interim CEO until Super begins her tenure.

The choice of Super, who briefly led Rihanna’s inclusive and trendsetting Savage X Fenty, signals Victoria’s Secret’s commitment to modernizing its brand, which has long been associated with narrow beauty standards. Super is tasked with leading the company’s next phase of growth in North America, aligning with its ongoing transformation strategy. This new direction comes at a critical time, as Victoria’s Secret grapples with declining sales and heightened competition from brands that have embraced diversity and inclusivity.

Victoria’s Secret, a brand that became a cultural icon in the late 20th century, has seen its dominance wane in recent years. Founded in 1977 and acquired by retail magnate Leslie Wexner in 1982, the company’s annual fashion show and iconic “Angels” propelled it to the forefront of beauty and fashion. However, the brand’s focus on ultra-thin, predominantly white supermodels eventually led to criticism and a significant decline in viewership, culminating in the fashion show’s cancellation in 2019.

In recent years, Victoria’s Secret has struggled to keep up with emerging competitors like Savage X Fenty, ThirdLove, and Skims, which have gained market share by offering a wider range of sizes and more diverse representation. The brand’s efforts to modernize have been inconsistent, and its attempts to adopt more inclusive practices have often been perceived as insincere.

Under Super’s leadership, there is renewed hope that Victoria’s Secret can successfully navigate these challenges. Her experience at Savage X Fenty, a brand that has redefined the lingerie industry with its inclusive approach, could provide the expertise needed to reconnect with consumers and reinvigorate the brand. Retail analysts have noted that Victoria’s Secret appears poised for a comeback, potentially returning to its roots of sexiness but with a more modern, inclusive twist.

Despite its recent struggles, Victoria’s Secret remains a significant player in the lingerie market, generating over $6 billion in net sales in 2023. However, this figure represents a 3% decline from the previous year, highlighting the need for a successful turnaround strategy. The company’s recent acquisition of direct-to-consumer lingerie brand Adore Me for $400 million is part of this strategy, with the goal of enhancing the experiences of Victoria’s Secret and Pink customers. However, analysts believe that the impact of this acquisition has yet to be fully realized.

The appointment of Super, a female leader in an industry increasingly dominated by women-led brands, could mark a positive shift for Victoria’s Secret. As the company navigates its next chapter, all eyes will be on Super and her ability to steer the brand toward a more inclusive and successful future.