Razek, then-chief marketing officer for L Brands, made a controversial statement to Vogue excluding "transsexuals" from runway shows.

This not only ignited backlash for its exclusionary stance towards the transgender community but also reignited criticism over the brand’s overall inclusivity, particularly in terms of body diversity. Victoria's Secret began an intensive rebranding journey in response to mounting pressure and plummeting public perception.

This controversy spurred a strategic overhaul focusing on a more inclusive and feminist image.

Despite these efforts, the company experienced declining sales, prompting another pivot back to its core theme of "sexiness." This case study outlines the marketing strategies employed by Victoria's Secret before and after the controversy, highlighting the brand's efforts to navigate evolving market dynamics and societal expectation Victoria's Secret Controversies and Rebranding Efforts (2018 - 2024) November 2018: Ed Razek, then-chief marketing officer for L Brands, faces backlash after stating that he did not think "transsexuals" should be included in Victoria's Secret runway shows…