Will Victoria’s Secret’s (VSCO) Bold Rebrand Shift the Long-Term Brand Value Equation?

• Earlier in September 2025, Victoria’s Secret CEO Hillary Super announced plans to return the brand to its “ultrasexy” roots to revitalize its image following disappointing same-store sales and falling earnings.
• This leadership shift toward bolder branding signals a renewed push to address persistent challenges with customer engagement and operational headwinds.
• We'll now explore how this renewed emphasis on brand image could alter Victoria's Secret's investment narrative amid ongoing performance pressure.

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Victoria's Secret Investment Narrative Recap

To be a Victoria's Secret shareholder today, you need to believe that a bold return to the brand’s “ultrasexy” heritage can reignite customer demand, bucking declines in same-store sales and earnings. While CEO Hillary Super’s move is headline-catching, it may not immediately shift the biggest short-term swing factor: whether store traffic and consumer spending trends stabilize faster than lingering pressures from higher tariffs and changing retail habits, both of which remain prominent risks to near-term performance.

One especially relevant development is the elimination of the Chief Operating Officer position in August 2025. This change signals a streamlining of executive roles at a time when operational efficiency is critical for offsetting margin pressures, especially as the company pursues both brand transformation initiatives and seeks to defend profitability in a competitive retail space.

But even with a revitalized brand strategy, investors should be aware of ongoing exposure to rising tariffs and the direct risk this poses to...

Read the full narrative on Victoria's Secret (it's free!)

Victoria's Secret's narrative projects $6.7 billion revenue and $143.6 million earnings by 2028. This requires 2.2% yearly revenue growth and a $7.8 million decrease in earnings from $151.4 million.

Uncover how Victoria's Secret's forecasts yield a $23.80 fair value, a 7% downside to its current price.

Exploring Other Perspectives

Six Victoria’s Secret fair value estimates from the Simply Wall St Community currently span US$20.79 to US$32.33. With tariff headwinds topping US$100 million this year, you can see how expectations about future profitability lead to such a spread in viewpoints, be sure to explore them all.

Explore 6 other fair value estimates on Victoria's Secret - why the stock might be worth 19% less than the current price!

Build Your Own Victoria's Secret Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Victoria's Secret research is our analysis highlighting 2 key rewards and 2 important warning signs that could impact your investment decision.
• Our free Victoria's Secret research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Victoria's Secret's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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