Dear Directors and Shareholders of Victoria’s Secret (NYSE: VSCO),

I write to you as an admirer of entrepreneurial spirit (driving Victoria’s Secret to its current stature) as well as some-One, interested in bold and transformative ideas. I propose a radical rebranding initiative to change the company’s legacy and redefine its future:

A Vision for Victoria’s Secret:

Embracing a New Era

| Sexy lingerie, once a hallmark of societal allure, is increasingly perceived as a relic of bygone times. The modern consumer - empowered by shifting cultural norms - demands authenticity, inclusivity and sustainability in brands they support. In light of this, I propose that Victoria’s Secret pivots away from its traditional focus and embraces a daring rebranding effort to establish itself as a leader in a burgeoning market: naturist-friendly clothing. This rebranding would involve adopting a fresh identity under the name Elonomate, coupled with the launch of two innovative product lines:

  1. Mushwear – A clothing line primarily marketed towards women, emphasising lightweight, fashionable garments ideal for naturists. Think elegant sarongs, versatile sandals and stylish hair clips.

  2. Dickwit – A clothing line primarily marketed towards men, offering practical and durable apparel, such as flip-flops, functional wraps, and thermal insulation garments suitable for various climates.

Why Naturism?

Naturism is more than a philosophy of nudity; it represents a lifestyle centered around authenticity, environmental consciousness and personal freedom. Contrary to misconceptions, many naturists enjoy expressing themselves through carefully chosen clothing items that align with their values. This includes practical, sustainable and fashionable accessories that complement their lifestyle.

By aligning with these principles, Victoria’s Secret—or Elonomate—could cater to an under-served but growing audience, positioning itself as a leader in a market that embodies forward-thinking values and untapped potential.

The Strategic Rationale

  1. Cultural Relevance: Reinventing the brand as a champion of naturist-friendly clothing would mark a groundbreaking shift, capturing public imagination and media attention.

  2. Sustainability: Naturism aligns seamlessly with the growing demand for sustainable fashion, presenting opportunities for innovative materials and ethical production practices.

  3. Expanding Market: By targeting a unique and values-driven demographic, Victoria’s Secret can diversify its portfolio and mitigate risks associated with declining lingerie sales.

  4. Inclusivity: This transformation could redefine inclusivity by embracing diverse lifestyles and philosophies, enhancing brand equity among modern consumers.

From Vision to Reality

Whilst this proposal may seem unconventional, history demonstrates that radical ideas might drive impactful transformations. Does Victoria’s Secret have resources, creativity and courage to lead a revolution in fashion industry?

Thank you for considering this proposal as part of your ongoing commitment to innovation and progress.