Victoria’s Secret stock soars after runway – Business News
Victoria’s Secret introduced horny back – and it’s paying off.
Its iconic October fashion show turbo drew a lot of Puritanical tut-tutting but in addition boosted its gross sales this fall, CEO Hillary Super mentioned on a Friday earnings call.
“This year’s fashion show was a defining moment in how we have evolved into the new era of sexy,” she mentioned. “The show serves as a powerful acquisition engine.”
Hillary Super was tapped as CEO of Victoria’s Secret in September 2024. Getty Images
She mentioned buyers are paying full price for bras and panties. AFP by way of Getty Images
The company noticed its shares soar by more than 15% late Friday morning after it raised its full-year steering for 2025 and turned in its highest quarterly gross sales growth in more than 4 years – up 9.2% to $1.5 billion for the quarter ended Nov. 1.
Despite combined critiques in regards to the controversial show – which was canceled in 2019 amid scandals together with its ties to late perv financier Jeffrey Epstein and introduced back final yr for the primary time – prospects voted in favor of the model with their wallets.
Some objects bought out after the show wrapped, Super mentioned, and the momentum carried into November and December.
What’s more, buyers are paying full price for Victoria’s Secret’s bras and panties – a reversal from the retailer’s promotion-heavy strategy for years, when prospects shopped the model for reductions.
The 2025 Victoria’s Secret Fashion Show boosted the company’s gross sales this fall, the company’s CEO mentioned in an earnings call. WireImage
“We have noticed that customers are coming in with their phones and saying, ‘I need this,’ and that’s the goal instead of the price point,” Super mentioned.
The company can also be seeing “a slight uptick in higher-income customers,” she added.
Even price will increase on account of tariffs aren’t slowing down visitors to its shops, retail advisor Gabriella Santaniello instructed The Post.
In October, Victoria’s Secret elevated its bra costs by $5 to $10, in accordance with Santaniello, who tracks retail costs throughout the nation.
Super, who was tapped a yr in the past to reverse the company’s declining gross sales, launched the “Very Sexy” marketing campaign this summer season, which incorporates garter belts, thigh-high stockings, sheer physique fits and lacy corset tops.
The company is leaning into advertising and marketing that’s more centered on sexiness this yr. Jimin Kim/SOPA Images/Shutterstock
In an interview with The Wall Street Journal in September, she mentioned the model is “very unapologetically sexy.”
In its earlier effort to not offend anybody, “the brand got a bit watered down,” Super mentioned. “Decisions were made out of fear.”
The company additionally received a increase from gross sales of its teen model, Pink, which took middle stage during the fashion show. Sales of Pink intimates returned to growth for the “first time in years,” the company mentioned on the earnings call.
Reviews for the 2024 installment of the show have been additionally combined, with some critics saying the retailer modified too little after the #MeToo backlash towards it.
The company raised its full yr forecast for the yr, fueled partly by the fashion show. FilmMagic
This yr, the show added athletes together with gymnast Suni Lee and WNBA participant Angel Reese and more fuller- and plus-size fashions together with Ashley Graham, who made her debut in 2024.
The show had many “diverse ages and body types” Super boasted on the call.
