Another Brokey Wokey: This Fashion Brand CEO Resigns Less Than Year After FAILED Rebranding

By Mark Whittington | Monday, 09 January 2023 12:00 PM
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Another Brokey Wokey: This Fashion Brand CEO Resigns Less Than Year After FAILED Rebranding

One has to wonder how someone can mess up a brand like Victoria’s Secret.

For decades, it has been the name of a brand of lingerie and other feminine products that celebrate the beauty of the female body.

Sadly, according to Breitbart, Amy Hauk, who became Victoria’s Secret’s CEO about a year ago, managed to wreck the company's brand through “woke” reforms. She has paid the price for her job.

According to the Post Millennial, the reforms started before Hauk became CEO. The company removed the iconic “Angels” models and their fashion shows and hired transgender models. The idea was to become “more inclusive” for women and different body types.

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At the time, then-company CEO Martin Waters explained the new approach. “When the world was changing, we were too slow to respond. We needed to stop being about what men want and to be about what women want. I’ve known that we needed to change this brand for a long time, we just haven’t had the control of the company to be able to do it. In the old days, the Victoria brand had a single lens, which was called ‘sexy.’”

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American women’s soccer star and activist Megan Rapinoe praised the woke turn Victoria’s Secret had made. “As a gay woman, I think a lot about what we think is sexy, and we are afforded the ability to do that, because I don’t have to wear the traditional sexy thing to be sexy and I don’t think the traditional thing is sexy when it comes to my partner or people I’ve dated. I think functionality is probably the sexiest thing we could possibly achieve in life. Sometimes just cool is sexy too.”

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To be sure, the COVID-19 pandemic did not help Victoria’s Secret’s fortunes. Sales dropped in 2020. While sales started to turn around in 2021, they will likely fall again in 2022. The parent company, L Brands, reported huge losses in 2020, from which it has yet to recover fully. Shares of Victoria’s Secret fell 8% when the news of Hauk’s resignation became public.

Martin Waters, who supported the “woke” changes, will take over as CEO for the time being. He will have to deal with the old saying, made real by the fortunes of Victoria’s Secret, “Get woke. Go broke.”

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