Victoria’s Secret is continuing to reinvent themselves—and they’ve now acquired Adore Me to continue to “modernize” their approach. 

Victoria’s Secret is continuing to reinvent themselves—and they’ve now acquired Adore Me to continue to “modernize” their approach. While VS saw a fall in their sales over their previous inability to adapt, Adore Me noted some serious growth during the pandemic. The membership-based lingerie brand is known for its strong online presence, inclusivity efforts, and was recently named the industry’s first certified B corp. Victoria’s Secret’s purchase of the company proves just how much the staple brand wants to reach young consumers. VS is ultimately set on expanding their customer reach through “the power of technology, sustainability, inclusive sizing and try-at-home services.” YPulse’s Representation in Action trend research shows that 83% of Gen Z and Millennials say older brands can adapt to become better at representation—and it seems to be working for VS. (Fashionista)