[Diana in Wisconsin]

Excellent summary.

I’ll just add that as an older woman who no longer has the ‘Army Ready’ body that she had through her 30’s, I agree that we ‘mature’ gals like pretty things to wear too, but even back when I COULD have shopped there, I never did.

At that age, I had teenage nieces and Goddaughters in my life; it was a place for THEM to shop, not me.

And it was nobody’s business what I wore under my BDUs, LOL!

[SamAdams76]

Thanks. For full disclosure, my wife and I are both in our 60s and so our sexy nightwear days are well behind us. I do remember early in our marriage where I would shop there with her and let her know what I liked to see her wear. Even then she could not easily find items her size but that's my point. Victoria's was an exclusive brand and not for everybody.

With this ad campaign, they did not gain many of the clients they were seeking and they lost a lot of clients they already had because it is no longer "special."

It would be like if Rolex put out a $49 version of their watches. Suddenly wearing a Rolex would no longer be the mark of a successful man who has made it.

Always cater to your base. Basic marketing.