I'm too sexy for my shirt?

Implications: 1) Has VS gone too far with their lingerie marketing campaigns? 2) Is being too sexy turning away their older customers?  

Analysis: VS is not too sexy.  It is about grown women in sexy lingerie - Heidi Klume and Tyra Banks are not exactly teenagers, even when they started with VS, they were already well known international models.  None of the VS models were portraited as teens that are sexually active or available unlike Bebe or A&F. 

So, which brand is over the edge and uncomfortable for family / parent  shoppers?  

It is a natural decline for Victoria's Secret's mature business.  It may have been edgy 10 to 15 years ago but today, we are all immune to this type of sexy lingerie display.  VS needs to reinvent themselves and continue to explore niches or areas where they have not been.  Yogawear, leisure wear or loungewear is a big extension and major opportunity next to underwear which they have been exploring.  Their business drop has nothing to do with being too sexy.  They really have to look at their internal product development, merchandising and design teams to figure out their next opportunity of growth. 

Consumers have come to expect and accept what Victoria's Secret is today.  I cannot imagine what will happen if VS starts to produce bloomers and underpants that will target the grandmothers of America.  Even JCP, Kohls and Wal-Mart have upgraded their designs, cuts and fits in the lingerie space. 

In my opinion, Victoria's Secret has pushed the envelop a very long time ago and she cannot go back.  This does not mean VS needs to get sexier.  It just means she has to work harder to explore, develop and grow her business.   By claiming business drop because of being too sexy, she is being disingenuous.