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One of the biggest events of the year was the Victoria's Secret fashion show. As women began to seek more body-positive brands, the over-sexualized ads and flashy runway shows lost their sparkle. Will the company's Angels ever fly so high again?

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Victoria's Secret ditches its Angels
Victoria's Secret's runway show.Photo by J. Lee/FilmMagic
  • Victoria's Secret CEO said that it was mostly men who complained.

  • The runway show has been canceled, and it has removed suggestive ads from stores.

  • The CEO said it received mail from male shoppers who said the company was bad.

Victoria's Secret has toned down its image.

The company removed photographs of scantily dressed models from the walls of its stores and canceled its annual fashion show where models called Angels walked the runway wearing only lingerie.

Customers seem to like the company's new branding that focuses on comfort and inclusivity. After years of sliding sales, Victoria's Secret is again reporting growth and investors seem more confident about the brand's positioning.

Not everyone was happy with the rebrand.

In a call with investors on Thursday, Victoria's Secret CEO Martin Waters addressed a question from an analyst who asked if the changes had alienated any customers.

In response, Waters recalled a surge of mail.

When we first announced our positioning, we got a lot of mail from people who said it was terrible. You are burning the earth. You are ruining our brand. According to a transcript of the call, Waters asked why they were changing it.

Most of the feedback was not coming from its most loyal customers or rewards club members, Waters said.

He said it was mostly from men.

Waters said that female customers have responded well to the rebrand. He said that the company has not completely abandoned sexy imagery and lingerie.

He said that the brand is "unashamedly sexy" with its collection for February 14th.

He said it was about balance and advocating for women in all aspects of their life.

The original article is on Business Insider.

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