How Victoria's Secret's Stagnant Brand Image Might Dampen L Brands' Valuation

In one word, the brand image seems to be incongruous with the modern women who think that beauty is several layers deeper than the skin, with women who want to feel attractive irrespective of their size, and celebrate their inherent beauty rather than concede to a certain stereotype. Unlike other lingerie brands who talk about being pretty at all sizes and every woman being uniquely beautiful, Victoria’s Secret doesn’t seem to be relating to all consumers’ sentiments. Though the brand is too big to fail in recent times, in the business world, adaptability is a key to survival and success. We feel that if Victoria’s Secret doesn’t alter its brand image according to the changing times, there might be problems for the company in the future which might adversely impact L Brand’s stock price.

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