Victoria Secret China Strategy Update 2024 Sales Performance

If you’ve been watching the fashion retail scene in China, you know one name that’s been quietly making waves: Victoria's Secret. After a rough few years adjusting to local tastes, the lingerie giant is back — and smarter than ever. Forget the old 'American dream' playbook; Victoria’s Secret China 2024 strategy is all about localization, digital fluency, and data-driven decisions.

Let’s break it down with real numbers and clear insights — because in today’s market, vibes aren’t enough. You need results.

Local Taste, Global Brand: The New Formula

Gone are the days of pushing ultra-sexy campaigns on Chinese consumers. In 2024, Victoria’s Secret China pivoted hard toward comfort, inclusivity, and modesty. According to a recent consumer survey by McKinsey, over 68% of Chinese women aged 18–35 prefer functional, everyday wear over flashy lingerie. That’s why the brand shifted its hero products from push-up bras to soft-cup, breathable cotton lines — and sales responded fast.

Sales Performance Snapshot (Q1 2024)

Check out this performance comparison between 2023 and 2024 Q1:

Notice something? Revenue up, stores down. That’s not a typo — it’s strategy. Victoria’s Secret is closing underperforming malls and doubling down on high-traffic digital channels like Tmall, Douyin, and WeChat Mini Programs. Their digital-first campaign model now drives 72% of total sales, proving that in China, e-commerce isn’t just important — it’s essential.

Why Localization Wins

The brand launched its “She Defines Beauty” campaign in early 2024, featuring real Chinese women from different regions, body types, and professions. No supermodels, no wings — just authenticity. Engagement rates on Douyin jumped by 41%, and conversion rates increased by 22% month-over-month.

They also partnered with local influencers like Vivi Jiang and Xiaohongshu KOLs to co-design capsule collections. One such line sold out within 72 hours, generating over RMB 80 million in pre-orders.

What’s Next?

Victoria’s Secret isn’t stopping here. With plans to launch AR fitting rooms on their app and expand into tier-2 and tier-3 cities via pop-ups, they’re building a long-term presence — not just chasing trends.

In short: if you're entering China’s beauty or apparel market, take note. It’s not about how global you are — it’s about how local you can act.