After Victoria's Secret's chief executive of a decade abruptly resigned, commentators are asking whether the brand can remain relevant with millennials.
Sharen Jester Turney resigned out of the blue from the position that she held for ten years last week.
L Brands, the company that owns the lingerie brand, released a statement saying Turney had decided to focus more time on her family and L Brands chief executive Les Wexner would take over responsibilities.
Business Insider reported that millennials may not be clicking with the brand in the same way women did a decade ago.
If Victoria's Secret doesn't adapt to the changing landscape for today's fashion and culture it could hurt the company, Mallory Schlossberg of Business Insider wrote.
Sports Illustrated embraced the changing cultural landscape by having curvy model Ashley Graham appear on the coveted Swimsuit edition cover, alongside UFC athlete Ronda Rousey.
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Schlossberg wrote Victoria's Secret's overt sexiness can put some women off and it may not be what customers want anymore.
"Victoria's Secret's famously fit models might not be viewed as aspirational anymore," Schlossberg wrote.
"Women seek being happy with themselves - which doesn't necessarily mean pigging out on the couch all the time - but it means that thinness might no longer be the goal. People are working out for reasons other than obtaining a certain, specified body."
Victoria's Secret holds the majority of the lingerie market, at a whopping 61.8 per cent, according to IBIS World.