Victoria’s Secret shares rise significantly after runway models contribute to strong sales

Victoria’s Secret Sees Sales Surge After Fashion Show

Victoria’s Secret is making a comeback, and it seems to be working in their favor.

According to CEO Hilary Super, the October fashion show, despite some backlash from critics, has led to increased sales this fall. “This year’s fashion show was a pivotal moment for us in defining a new era of sexy,” she noted on an earnings call.

Shares jumped over 15% on Friday morning following the company’s raised outlook for 2025 and a reported quarterly sales growth of 9.2%, hitting $1.5 billion for the quarter ending November 1—the fastest growth they’ve experienced in over four years.

Even though reactions to the show were mixed—it’s important to remember that the event was shelved in 2019 amid various scandals, including ties to the late financier Jeffrey Epstein—it seems customers are responding positively. Post-show, some products quickly sold out, and this trend extended into November and December, according to Super.

Interestingly, shoppers are now purchasing Victoria’s Secret bras and panties at full price. This marks a shift from the company’s previous strategy that relied heavily on promotions. Super explained, “We found that customers come in looking for specific items rather than focusing on price.”

Moreover, the company noted an increase in high-income customers. Retail consultant Gabriela Santaniello mentioned that despite tariff increases, foot traffic hasn’t declined significantly. Victoria’s Secret raised the price of bras by $5 to $10 in October, suggesting a broader shift in their pricing strategy.

Appointed last year to tackle sales declines, the company launched a “Very Sexy” campaign over the summer, introducing more daring items like garter belts and sheer bodysuits. In a previous interview, Super described the brand as “unapologetically very sexy,” indicating a departure from their earlier, more cautious approach to marketing. “The previous strategy may have diluted the brand a bit,” she admitted, pointing out that decisions made from a place of fear held them back.

The Pink line, particularly aimed at teenagers, has also seen a resurgence, with underwear sales experiencing growth for the first time in years.

Despite the mixed reviews for the latest fashion show—some critics suggesting not enough has changed in response to the #MeToo movement—the event did introduce a broader range of participants. This year featured athletes like gymnast Suni Lee and WNBA players, as well as a diverse array of models, including plus-size icons like Ashley Graham, who made her debut last year.