'Sexy' a four-letter word for Victoria's Secret chief

Posted Feb 28th 2008 1:54PM by Sarah Gilbert
Filed under: Management, Marketing and Advertising, Rich in America, Limited Brands (LTD)

"SEXY." The capital letters blared at me from the window of Victoria's Secret in Pioneer Place here in Portland. Next to the clean lovely windows of the Apple store, I felt I almost had to shield my eyes, to protect me from the glare. The mannequin dressed in a red bustier seemed more Elvira than Rebecca Romijn, the sweet face of Victoria's Secret when I was a loyal customer in my early 20s.

I'm not the only one turned off by the company's recent focus on sexy above all else. In rather shocking statements during this morning's Limited Brands Inc. (NYSE: LTD) analyst call, Victoria's Secret CEO Sharen Turney said the company has "gotten too much off our heritage" and was "too sexy," no longer the ideal "ultra-feminine."

With black lacquer and shocking pink decor, the "s" word thrown around like neon signs in a red-light district, and rather unsubtle displays, this isn't my mother's Victoria's Secret.

Victoria's Secret Fashion Show

Model Heidi Klum during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com.. Germany +49-40-320-05521 / Japan: +81-3-5464-7020.+1 212-686-8901 (fax). www.wireimage.com (web site)

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Model Adriana Lima during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147229), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Model during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147228), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Model during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147227), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Model during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147220), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Spice Girls perform during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147110), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Spice Girls perform during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147109), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Musician will.i.am during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147108), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Singer Seal performs during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15147063), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Model Izabel Goulart during the 12th Annual Victoria's Secret Fashion Show at the Kodak Theater on November 15, 2007 in Los Angeles..12th Annual Victoria's Secret Fashion Show - Show.Kodak Theatre.Hollywood, CA United States.November 15, 2007.Photo by Kevin Mazur/WireImage.com..To license this image (15146171), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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The American Music Awards

LOS ANGELES - NOVEMBER 16: Singer Mary J. Blige performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Singer Mary J. Blige performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Singer Mary J. Blige performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Singer Daughtry performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Singer Daughtry performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Jonas Brothers singer Joe Jonas performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Singers T-Pain (L) and Chris Brown pose at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Jonas Brothers singer Joe Jonas performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Jonas Brothers singer Joe Jonas performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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LOS ANGELES - NOVEMBER 16: Jonas Brothers guitarist Kevin Jonas performs at rehearsals for the 2007 American Music Awards at the Nokia Theater on November 16, 2007 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

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Snapshots of Christina

BEVERLY HILLS, CA - NOVEMBER 13: Christina Aguilera and husband Jordan Bratman leave the nationwide launch of Rock The Vote 2008 held at Kitson on November 13, 2007, in Beverly Hills California. (Photo by Toby Canham/Getty Images)

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CAROLINE D'AMORE arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134898), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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CAROLINE D'AMORE arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134891), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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CAROLINE D'AMORE arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134890), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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DJ Samantha Ronson arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134823), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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DJ Samantha Ronson arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134822), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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DJ Samantha Ronson arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134821), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Actress Tia Mowry arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134804), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Actress Tia Mowry arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134803), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Actress Tia Mowry arrives to the Rock the Vote event at Kitson on November 13, 2007 in West Hollywood, California..Rock the Vote Hosted by Christina Aguilera.Los Angeles, CA United States.November 13, 2007.Photo by Steve Granitz/WireImage.com..To license this image (15134802), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Where Ya' Ben?

NEW YORK - NOVEMBER 14: Ben Affleck talks to Santa at a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Rachel Bilson hosts a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Rachel Bilson hosts a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Ben Affleck hosts a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Rachel Bilson and Ben Affleck talk to Santa at a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Rachel Bilson and Ben Affleck talk to Santa at a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Ben Affleck hosts a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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NEW YORK - NOVEMBER 14: Ben Affleck hosts a Cartier holiday celebration to benefit The Art of Elysium at the Cartier Mansion on November 14, 2007 in New York City. (Photo by Andrew H. Walker/Getty Images)

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LOS ANGELES - NOVEMBER 8: Screenwriter/actor/director Ben Affleck participates in the Hollywood Reporter Writer's Roundtable at the Hollywood Reporter's offices November 8, 2007 in Los Angeles, California. (Photo by Charley Gallay/Getty Images)

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LOS ANGELES - NOVEMBER 8: Screenwriter/actor/director Ben Affleck participates in the Hollywood Reporter Writer's Roundtable at the Hollywood Reporter's offices November 8, 2007 in Los Angeles, California. (Photo by Charley Gallay/Getty Images)

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George Clooney Snapshots

** FILE ** Actor Matt Damon arrives to the premiere of "The Bourne Ultimatum" in Los Angeles, in this, July 25, 2007, file photo. Damon has been named the "sexiest man alive" by People magazine, an honor that has been bestowed twice on his pals George Clooney and Brad Pitt. The 37-year-old actor is featured on the cover of People's annual issue, on newsstands Friday, Nov. 16, 2007. Damon, who is married to Luciana Bozan, said the honor came as a surprise. (AP Photo/Mark J. Terrill, file)

AP
NEW YORK - SEPTEMBER 24: (L-R) Writer/director Tony Gilroy, actress Tilda Swinton, producer Steve Samuels, producer Jennifer Fox, actor Austin Williams, actor George Clooney and guests attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actor George Clooney attends the "Michael Clayton" premiere at The Ziegfeld on eptember 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: (L-R) Writer/director Tony Gilroy, actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actress Tilda Swinton and actor George Clooney attend the "Michael Clayton" premiere at The Ziegfeld on September 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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NEW YORK - SEPTEMBER 24: Actor George Clooney attends the "Michael Clayton" premiere at The Ziegfeld on eptember 24, 2007 in New York City. (Photo by Scott Wintrow/Getty Images)

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Beyonce on the Town

SEOUL, SOUTH KOREA - NOVEMBER 10: Singer Beyonce Knowles greets fans at the Hyundai Department store on November 10, 2007, in Seoul, South Korea. Knowles is scheduled to play her first concerts in Korea on November 9 and 10 as part of her B'Day World Tour. (Photo by Chung Sung-Jun/Getty Images)

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SEOUL, SOUTH KOREA - NOVEMBER 10: Singer Beyonce Knowles greets fans at the Hyundai Department store on November 10, 2007, in Seoul, South Korea. Knowles is scheduled to play her first concerts in Korea on November 9 and 10 as part of her B'Day World Tour. (Photo by Chung Sung-Jun/Getty Images)

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U.S. singer Beyonce Knowles performs during her concert in Seoul, South Korea, Friday, Nov. 9, 2007.(AP Photo/Yonhap) **KOREA OUT**

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U.S. singer Beyonce Knowles performs during her concert in Seoul, South Korea, Friday, Nov. 9, 2007.(AP Photo/Yonhap) **KOREA OUT**

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U.S. singer Beyonce Knowles smiles upon her arrival at Incheon international airport, west of Seoul, South Korea, Thursday, Nov. 8, 2007. Beyonce will perform Saturday in Seoul.(AP Photo/Yonhap, Hwang Kwang-mo) **KOREA OUT**

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U.S. singer Beyonce Knowles waves upon her arrival at Incheon international airport, west of Seoul, South Korea, Thursday, Nov. 8, 2007. Beyonce will perform Saturday in Seoul. (AP Photo/Yonhap, Hwang Kwang-mo) **KOREA OUT**

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U.S. singer Beyonce Knowles poses for photographers in front of her picture upon her arrival at Incheon international airport, west of Seoul November 8, 2007. Multi-Grammy award winner Knowles will stage a concert in Seoul on November 9-10. REUTERS/Han Jae-Ho (SOUTH KOREA)

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U.S. singer Beyonce Knowles smiles in front of her picture upon her arrival at Incheon international airport, west of Seoul November 8, 2007. Multi-Grammy award winner Knowles will stage a concert in Seoul on November 9-10. REUTERS/Han Jae-Ho (SOUTH KOREA)

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U.S. singer Beyonce Knowles waves as she arrives at Incheon international airport, west of Seoul November 8, 2007. Multi-Grammy award winner Knowles will stage a concert in Seoul on November 9-10. REUTERS/Han Jae-Ho (SOUTH KOREA)

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U.S. singer Beyonce Knowles is welcomed by a South Korean girl upon her arrival at Incheon international airport, west of Seoul November 8, 2007. Multi-Grammy award winner Knowles will stage a concert in Seoul on November 9-10. REUTERS/Han Jae-Ho (SOUTH KOREA)

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Out and About in Hollywood

Actress Jessica Alba (R) and boyfriend Cash Warren watch the Toronto Raptors and Golden Sate Warriors play their NBA basketball game in Toronto, November 18, 2007. REUTERS/Peter Jones (CANADA)

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British actor Michael Caine poses for photographs with his wife Shakira Caine as they arrive for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Michael Caine gives a television interview upon his arrival for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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In this photo provided by Planet Hollywood Resort and Casino, celebrities meet with Barbra Streisand following her private performance for the grand opening of Planet Hollywood Resort & Casino in Las Vegas, Saturday, Nov. 17, 2007. Pictured, back row left to right, Sylvester Stallone, James Brolin, Tracey Edmonds, Bruce Willis, Eddie Murphy, Kevin Spacey, Ashton Kutcher. Front row left to right, Rhea Perman, Danny DeVito, Barbra Streisand, and Demi Moore. (AP Photo/Albert Ferreira, Planet Hollywood Resort and Casino)

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British actor Jude Law gives a television interview as he arrives for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Jude Law gives a television interview as he arrives for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Jude Law gives a television interview as he arrives for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Jude Law is surrounded by umbrellas as he gives a television interview upon his arrival for the UK premiere of his film Sleuth at a cinema in the West End of London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Jude Law gives a television interview as he arrives for the UK premiere of his film Sleuth at a West End cinema in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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British actor Jude Law gives a television interview as he arrives for the UK premiere of his film 'Sleuth' in London, Sunday Nov. 18, 2007. (AP Photo/Matt Dunham)

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Katherine Heigl on the Town

Paris Hilton Snapshots

Paris Hilton unveils her new fragrance "CAN CAN Paris Hilton" inspired by the Wild, wonderful world of Moulin Rouge in Philadelphia, Pa., Wednesday, Nov.14, 2007. (AP Photo/H. Rumph Jr)

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Socialite Paris Hilton unveils her new fragrance "CAN CAN Paris Hilton" inspired by the Wild, wonderful world of Moulin Rouge in Philadelphia, Pa., Wednesday, Nov. 14, 2007. (AP Photo/H. Rumph Jr)

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Paris Hilton unveils her new fragrance "CAN CAN Paris Hilton" inspired by the Wild, wonderful world of Moulin Rouge in Philadelphia, Pa., Wednesday, Nov.14, 2007. (AP Photo/H. Rumph Jr)

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Paris Hilton unveils her new fragrance "CAN CAN Paris Hilton" inspired by the Wild, wonderful world of Moulin Rouge in Philadelphia, Pa., Wednesday, Nov. 14, 2007. (AP Photo/H. Rumph Jr)

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Paris Hilton unveils her new fragrance "CAN CAN Paris Hilton" inspired by the Wild, wonderful world of Moulin Rouge in Philadelphia, Pa., Wednesday, Nov. 14, 2007. (AP Photo/H. Rumph Jr)

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GARDEN CITY, NY - NOVEMBER 13: Socialite Paris Hilton poses on stage at an event promoting her new fragrance "CAN CAN" at Macy's Roosevelt Field November 13, 2007 in Garden City, New York. (Photo by Steven Henry/Getty Images)

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GARDEN CITY, NY - NOVEMBER 13: Socialite Paris Hilton poses on stage at an event promoting her new fragrance "CAN CAN" at Macy's Roosevelt Field November 13, 2007 in Garden City, New York. (Photo by Steven Henry/Getty Images)

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GARDEN CITY, NY - NOVEMBER 13: Socialite Paris Hilton poses on stage at an event promoting her new fragrance "CAN CAN" at Macy's Roosevelt Field November 13, 2007 in Garden City, New York. (Photo by Steven Henry/Getty Images)

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GARDEN CITY, NY - NOVEMBER 13: Socialite Paris Hilton poses on stage at an event promoting her new fragrance "CAN CAN" at Macy's Roosevelt Field November 13, 2007 in Garden City, New York. (Photo by Steven Henry/Getty Images)

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GARDEN CITY, NY - NOVEMBER 13: Socialite Paris Hilton poses on stage at an event promoting her new fragrance "CAN CAN" at Macy's Roosevelt Field November 13, 2007 in Garden City, New York. (Photo by Steven Henry/Getty Images)

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'Heroes' on the Town

Actors from NBC TV series (L-R) Melora Hardin of "The Office," Zachary Levi of "Chuck," Deidre Hall of "Days of Our Lives," and Greg Grunberg of "Heroes" pose as they arrive at Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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REFILE - CORRECTING SPELLING OF LAST NAME....Actress Hayden Panettiere, star of the TV series "Heroes," poses as she arrives for the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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REFILE - CORRECTING SPELLING OF LAST NAME.....Actress Hayden Panettiere, star of the TV series "Heroes," poses as she arrives for the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Actress Hayden Panettiere, star of the TV series "Heroes", poses as she arrives at the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Jeff Zucker (C), president and CEO of NBC Universal, poses with actors Greg Grunberg (L), star of the TV series "Heroes" and Zachary Levi, star of the TV series "Chuck", at the Paley Center for Media Los Angeles Gala honoring NBC's Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Actors Masi Oka (L) and Noah Gray-Cabey, stars of the TV series "Heroes", pose as they arrive for the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Actor Masi Oka, star of the TV series "Heroes", poses as he arrives for the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Actors Masi Oka (L) and Milo Ventimiglia, stars of the TV series "Heroes", pose as they arrive for the Paley Center for Media Los Angeles Gala honoring NBC's Jeff Zucker and Dick Ebersol in Los Angeles November 12, 2007. REUTERS/Fred Prouser (UNITED STATES)

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Kiefer Sutherland Snapshots

This undated handout image provided by FOX shows actor Kiefer Sutherland as Jack Bauer in a scene from "24" episode "Day 6. Hollywood has made TV shows and movies about suitcase nuclear devices. Even the Federal Emergency Management Agency has alerted Americans of the threat _ information that the White House redistributes on its web site. But government experts and intelligence officials say such a threat gets vastly more attention than it deserves. (AP Photo/FOX, Kelsey McNeal)

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** FILE ** Actor Kiefer Sutherland, who plays Jack Bauer on Fox TV's "24" arrives at the Fox Fall Eco-Casino party in Los Angeles on in this Sept. 24, 2007, file photo. The planned January return of Fox's "24" has been postponed indefinitely because of the writers strike. Since only some of the series' 24 episodes have been shot, Fox didn't want to risk beginning a new season that might be interrupted. (AP Photo/Matt Sayles, file)

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* EXCLUSIVE * .Kiefer Sutherland and ACTRA's Richard Hardacre at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, California United States.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867487), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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* EXCLUSIVE * .Kiefer Sutherland at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, California United States.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867601), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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* EXCLUSIVE * .Kiefer Sutherland and Leslie Hope at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, California United States.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867594), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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* EXCLUSIVE * .Kiefer Sutherland at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, California United States.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867497), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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* EXCLUSIVE * .Kiefer Sutherland at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, California United States.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867493), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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* EXCLUSIVE * .Kiefer Sutherland at a reception honoring actor Kiefer Sutherland with the ACTRA Award of Excellence award at the residence of the Canadian Consulate General in Los Angeles on September 25, 2007 in Los Angeles, California..Kiefer Sutherland receives the ACTRA Award of Excellence.Canadian Consulate residence.Los Angeles, CA USA.September 25, 2007.Photo by Eric Charbonneau/WireImage.com..To license this image (14867314), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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LOS ANGELES - SEPTEMBER 16: (FILE PHOTO) Actor Kiefer Sutherland arrives at the 59th Annual Primetime Emmy Awards at the Shrine Auditorium September 16, 2007 in Los Angeles, California. Sutherland was arrested early morning for a misdemeanor drunk driving charge September 25 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)

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Actor Kiefer Sutherland and Actress Ali Larter during the 59th Annual Primetime Emmy Awards at the Shrine Auditorium on September 16, 2007 in Los Angeles, California.The 59th Primetime EMMY Awards - Show.Shrine Festival.Los Angeles , CA USA.September 16, 2007.Photo by John Shearer/WireImage.com..To license this image (14816255), contact WireImage:.U.S. +1-212-686-8900 www.wireimage.com (web site)

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Miley Cyrus Snapshots

** FILE ** Singer Miley Cyrus, who stars as "Hannah Montana" performs on stage during ABC's "Good Morning America" summer concert series in New York, in this June 22, 2007, file photo. Jody Powell, 35, hung on to a 12-foot statue of Hannah Montana for the better part of six days to win tickets to a sold-out concert by the Disney Channel star next week in Tampa. "I'm ecstatic. It's like a dream come true," said Powell, holding four tickets to the show and a photo of his fiancee with her 7-year-old daughter, coincidentally named Hannah, who had warned him not to come home without them. (AP Photo/Jeff Christensen, file)

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** FILE ** Actress Miley Cyrus arrives at the Us Weekly Hot Hollywood party in Los Angeles in this, Sept, 26 , 2007, file photo. Thousands of "Hannah Montana" fans who couldn't get concert tickets are suing the teen performer's fan club over memberships they claim were supposed to give them priority for seats. The lawsuit was filed on behalf of a New Jersey woman and anyone else who joined the Miley Cyrus Fan Club based on its promise that joining would make it easier to get concert tickets from the teen star's Web site. Cyrus, 14, is the daughter of country singer Billy Ray Cyrus and star of the Disney Channel's "Hannah Montana" TV show. (AP Photo/Kevork Djansezian, file)

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Mileyworld Girl Rebecca Mines, bottom right, holds the microphone while fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," sing karaoke as they participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Actress Madison Pettis of The Disney Channel's series "Cory in the House" waves while singing with the crowd as fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Actress Madison Pettis of The Disney Channel's series "Cory in the House" talks to the crowd as fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Young fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," wave to a television news camera as they participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Eight year old Samantha Mahurin celebrates after spinning a prize wheel to win a "Hannah Montana" singing toothbrush and a Miley Cyrus autographed photo, as fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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Lilli Keeve, 11, of Culvery City, Calif, has temporary tattoos applied to her cheeks as fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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MileyWorld girls pose for a photo as fans of Miley Cyrus, star of The Disney Channel's series "Hannah Montana," participate in the Ultimate Miley Party Bus Tour 2007, on Wednesday, Nov. 7, 2007 in Los Angeles. (AP Photo/Danny Moloshok)

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It's not even my Victoria's Secret -- I remember all my friends in high school would save their allowance to afford their girly satin floral underwear and romantic pajamas. Turney plans to change all that, emphasizing seductive over sexy, remodeling and enlarging stores, and "continuing to reinvent" the annual fashion show.

Will the return to girl-next-door and banishment of lady-of-the-night mean a change in Limited Brands' profitability? I think it has potential, although the cost might be more than I'm comfortable with. Standard & Poor's is threatening to reduce the company's debt ratings to "junk" status, and the stock has been on a steady downward trend. It closed today at $15.85, down $1.97, or 11.05%, within striking distance of its 52-week low of $14.82 on January 11.

Tags: featured, limited brands, LimitedBrands, ltd, sex, sex sells, SexSells, sexy, too sexy, TooSexy, victoria's secret, Victoria'sSecret

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Reader Comments (Page 2 of 28)

3-01-2008 @ 10:02AM

ABaker said...

I used to shop at Victoria's, but haven't for years. I agree with other posters that their selection has gone from sensual to trashy, and I also hate buying lingerie from a catalog. And their bras are NOT comfortable anymore. BTW, my size hasn't changed. And I hate passing their stores in the mall with my kids in tow. Victoria's used to be for women who wanted to impress their men, and now it's for college students wet-t-shirt at the bar night.

2-28-2008 @ 10:35PM

sven said...

It is nice for a man of any age to see his woman in nice undies at home. As a European this side of the ocean is funny in any way, you have wet T-shirt contests, body shots and plenty of kinky games. You hop in bed with any one almost on the spot but then, when it comes to being nude you freek out. No I am no teen I am 52 and well seasoned. And my new wife (second) is my age and of color. We both love to be dressed nice for each other and I have no problem to go with her to pick stuff at lingerie stores when she is in a mood to look for new under wear.
VC is not offensive but as one lady earlier mentioned they are getting slim in their stores with goods on the shelves and as a designer I would sugest they stay here more in a "closed door" mode with a nice outside decore and windows no one can look in and skip the sexy mannequins.
The US is to prude and ried up for such an approach so sad!
Have a look in Paris, Rome or Venice and get a heart attack!

2-28-2008 @ 10:41PM

Jodi said...

I am a faithful Victoria Secrets customer and I believe they have something to offer for women of all ages! if what you saw was "too sexy" for you then try their angles collection or the body collection. If you are totally turned off to their products then here's an idea SHOP SOMEWHERE ELSE!

2-28-2008 @ 10:41PM

Richard said...

Women are so shallow, if you concentrated more on having a good mind instead of worrying about how your underware looks more men would find you exciting. Nothing less attractive than an airhead women who can't go by a mirror without looking at her reflection.

3-11-2008 @ 8:40PM

Sandy said...

I used to love shopping at Victoria's Secret stores and through their catalogue, as they had the sharpest, classiest, and most flattering styles in women's clothing. However, with the neon pink, the dogs, the "sexy" all over everything, it looks more geared to junior high girls. It is rather disturbing to see the mannequin wearing a black or red corset complete with garter and nylons in one window and in the next window see the "kids' pajamas" in pink with stuffed toys and "sexy" on them. I never bother looking at the magazines anymore and just trash them as I get them in the mail. And I guess I"m not the only one to notice just how much like Fredericks of Hollywood VS' style has become. They have totally lost their appeal for me. I think the CEO is quite right.

Please bring back the "class" look and get rid of the "trash" look!

2-28-2008 @ 10:42PM

Tricia said...

WHY do women keep taking this kind of crap. It is NOT OK to wear this stuff on TV and in storefronts. I can't even turn on the TV anymore without some sleazy woman thrusting her silicone boobs in me and my kid's faces. Why aren't women stronger and refusing to support businesses like this that make women look like nothing more than cheap prostitutes.

2-29-2008 @ 10:11AM

Rochelle said...

In my opinion, No they are not to sexy. Victoria Secret has failed on implementing a coorlation between the sexy runway model and professional business women in the latest styles of lingerie. Therefore, leading to a decrease in sales and stock prices. I do approve of the newest bra styles. The lastest bra styles redefine the combination of being comfortable and feeling sexy.

2-28-2008 @ 10:48PM

Diana said...

Back when I was a teenager, you would never see anything on television like Victoria's Secret, I wish it had stayed that way, now days you never know what is going to be advertised on t.v. Most of the ads nowadays is trash or stupid, like the cavemen on Geico ads, all of them are stupid, I really don't care for any of Geicos' ads.. Most ads now aren't even funny or nice..What about our children and grandchildren? Is this something , that you won't them to see?

2-28-2008 @ 10:48PM

Jon in Winston-Salem said...

I'm very athletic guy that loves Victoria's Secret!!!

2-28-2008 @ 10:57PM

Diana said...

OH YES, WHILE I AM THINKING ABOUT IT, WOULDN'T YOU LIKE TO HAVE YOUR PERSONAL THINGS PERSONAL??? WOW, EVEN CONDOMS AND KOTEX PADS AND THINGS LIKE THAT ARE ON T.V. PLEASE PEOPLE THESE THINGS ARE VERY PERSONAL.. BANNED THESE THINGS...!!! I DON'T WANT PEOPLE TO KNOW WHAT GOES ON BEHIND CLOSE DOORS.. DO YOU? I EVEN HATE WHEN MEN HAVE SCIMPY UNDERWEAR ON AN AD...IT ISN'T DECENT TO HAVE ON TELEVISION, BUT SURE ENOUGH SOME PEOPLE DON'T CARE, THAT IS BECAUSE THEY HAVE NO MORALS OR LOOSE MORALS....

3-02-2008 @ 9:06PM

Trisha said...

I AGREE WITH (POOPSIE), WHO WROTE A MESSAGE AT 10:15 PM TODAY. I'M SICK OF THOSE ADS! **VICTORIA'S SECRET IS SENDING THE WRONG MESSAGE TO YOUNG GIRLS.** PLEASE CLEAN IT UP!

2-28-2008 @ 11:03PM

Kristin said...

I worked at VS when I was in college. They had just moved on to the light pink and black decor, playing soft latin inspired music and the bras were very cute and youthful. Then they just kept rolling with the youthful thing... a little too much. The last time I went in a VS store was this past fall (merely to redeem a free panty coupon), the store was DISGUSTING- hot pink neon and mirror black laquer, sexy this written on the walls (It's a store in Stony Brook NY for those of you who live there), and all the girls shopping in there had to be 15-16. I felt that I was much too old to be in that store. And we wonder why our teenagers are having so much sex, with multiple partners, et cetera. Victoria's Secret stores are a prime example of retail companies stripping teenagers of their youth. I'm only 28, but as a person now working in education I am appalled by Victoria's Secret now. I haven't bought anything from them in years. They tarnished their once classy and feminine reputation. Glad their CEO finally woke up and saw how bad the company has gotten.

2-28-2008 @ 11:01PM

leelee said...

i think the "classic" victoria's secret theme is the best theme that the company brand team has ever come up with. if you've ever noticed when the low cut push-up launched in stores, how the theme behind the marketing displayed in the stores, you'll know what i'm talking about. "classy, provocative, & feminine" that's what i think victoria's secret should revolve around.

2-28-2008 @ 11:02PM

Ash said...

Listen to you people! They don't have this they don't have that... half the stuff you've named they still carry. I know in our Vic's store over Christmas they had flannel pajamas and they recently brought back the long john-type of pajamas; they also had robes. Our store usually saves the babydolls, chemises, and such for the Semi-Annual Sale (unless they're part of the flirty collection)because they sell better then. They still have cute flowery underwear and bras 2 for $40. You just have to look!!!! Yes, they are emphasizing SEXY, but so is everyone else right now and they are just playing the money game. I love Vic's, I am a devoted customer. I love their new bras, their sheer bras, and even the comfy cotton bras (that are often hidden in the back half of the stores, yet they are still there). I love being SEXY and I hope they don't change the image too much, if at all. If you have a problem with it then quit crying, pull up your big flowery grandma panties and go shop at K-Mart or Wal-Mart because I'm sure you'll find your style there.

2-28-2008 @ 11:05PM

LisaS said...

Victorias secret isn't very secret anymore, is it? Most women can't even wear their stuff unless they are a size 2...I think spending $40 for a skimpy bra that don't even hold you in place is ridiculous. They are going to overprice themselves right out of business.

2-28-2008 @ 11:06PM

Minette Sweeney said...

I know many people like Victoria's Secret being more sexy than classy but we already have places like Frederick's for that. VS has always been a place where you could buy classy lingerie, sexy yes but not like they are doing now. Sexy is fine but that isn't what the VS image has always been and since that market is already being filled perhaps VS should stick with the classy look.

2-28-2008 @ 11:06PM

SUSAN PHILLIPS said...

VICTORIAS SECRET HAS LEFT ALMOST EVERY WOMAN IN AMERICA BEHIND. NO MORE SILK ROBES, NO MORE QUALITY, EVERYTHING IS VERY POORLY MADE. LIMITED BRANDS HAS SOLD THEIR SOUL TO THE FAR EAST DEVIL OF HIGH GLITZ AND POOR QUALITY.
DON'T SHOP LIMITED BRANDS ANYTHING UNTIL THEY REVAMP THEIR COMPANIES FOCUS AND QUALITY. THEY ALSO TREAT THEIR EMPLOYEES POORLY.
GET RID OF DISTRICT MANAGERS THAT PUSH CREDIT CARDS OVER QUALITY AND CUSTOMER SERVICE. THE NORTHERN DISTRICT OF VA DM OF EXPRESS LLC., MANAGES BY DECEIT AND THREATS. GET SOME HAPPY, HEALTHY, AND MENTALLY STABLE DM'S WHO LIKE THEMSELVES AND OTHERS.

2-28-2008 @ 11:11PM

Diana said...

JON IN WINSTON SALEM, THEN YOU WEAR IT,BUT WE DON'T HAVE TO SEE IT...

2-28-2008 @ 11:31PM

Gerald Dupree said...

So what, Victoria's Secret products are worn under clothes and in private. What's wrong with fun and feeling good?

If anyone doesn't like it they can stick with granny bloomers.

2-28-2008 @ 11:27PM

Cathy said...

I'm tired of being embarrassed every time I walk by the store with my 12 year old son, at the mall. The mannequins in the window have very little on. It doesn't bother me to go by it myself, but it's not appropraite for children to see.