Key Takeaways:

  • Victoria's Secret & Co. CEO Hillary Super said on Tuesday (Q1 FY2026 earnings call) that the company is designing "unique" experiences toresonate with customers, no matter when or how they interact with the retailer.
  • The lingerie company is working to build a "sexy, glamorous, and luxurious" brand image for Victoria's Secret and a "bold, playful, and rebellious" image for Pink, Super said. These efforts combine products with storytelling to create emotional connections.
  • "The differentiated brand identities we are creating for Victoria's Secret and Pink are being brought to life in product marketing and channel experiences," Super said. "When a customer enters our stores, opens our app, or sees our campaigns, she should feel like she is stepping into a unique and emotionally resonant world."

Deep Dive:

Victoria's Secret's strategy of creating a cohesive omnichannel experience for each of its brands, emphasizing emotional connection over promotions, is delivering strong financial results for the retailer.

According to the earnings report,comparable sales grew 13% year-over-year in Q1 FY2026. Net sales increased 15% year-over-year to $1.6 billion, exceeding company expectations.

Chief Financial and Operating Officer Scott Sekella said growth was driven by increased traffic in both physical and digital channels, as well as strong new customer acquisition and improved customer retention rates.

"Stronger brand relevance, trust, and overall awareness show that our strategy is working," Super said. "We are driving sales growth through customer count and higher average spend because we lead with emotion, not promotion."

Super noted that one traffic driver is app downloads, which are now up more than 50%. More customers are talking about Victoria's Secret, with customer reviews about its products and brand quadrupling year-over-year.

According to Super, Victoria's Secret is digging deeper into the customer journey by identifying when, where, and how customers shop to optimize customer connections. The retailer is also focused on the future, meeting customers in their preferred browsing scenarios, whether in-store or online.

"I think in the past, we had a store and a website, and those were the two places you could engage with the brand at any given moment," Super said. "But that's no longer the case. There's a digital content ecosystem to engage with her wherever she is."