'Victoria's Secret is in real danger relating to losing its relevance'

Dimitrios Kambouris/Getty ImagesThe brand spends millions of dollars on annual televised fashion show.

The label currently controls 35% of the corsets market and has posted quarter right away quarter of same-store sales demand.

But Victoria's Secret has recently removed on hard times.

Several key Angels, including Karlie Kloss and Doutzen Kroes, have left the brand. Start-ups add AdoreMe are poaching top performers and offering similar products into cheaper prices.

Plus-size customers exist petitioning executives to offer larger ranges. And Lane Bryant took zero in on Victoria's Secret's models in a later ad campaign.

"Like Abercrombie & Fitch, Victoria's Secret is from real danger of losing an relevance amongst women as the brand is labeled sexist and stodgy, " branding expert and University of Southern California professor Jeetendr Sehdev told Business Insider.

Abercrombie & Fitch ruled the teen sector for decades but lost its footing when it failed to adapt to fast-fashion competitors like H&M and Forever 21. Abercrombie was also criticized for excluding plus-size customers and minorities in its stores.

"Victoria's Secret needs to stop hiding behind dazzle and dated '70s concepts such as 'Angels" and the 'Fantasy Bra, ' and commence having a real conversation with women, " Sehdev said.

The brand famously hires 10 famous models to represent its brand as "Angels. " It also spends vast amounts on a televised fashion show, complete with diamond-encrusted bras and performances by Taylor Swift.

"The dazzling and over the top fantasy positioning is just alienating to the modern day sophisticated and complex young woman, " Sehdev said.

As consumers' opinions of beauty change, Victoria's Secret seems outdated.

The brand faced widespread backlash for its "Perfect Body" ad last year, which featured a row of stick-thin Angels dressed in lingerie. Customers complained that Victoria's Secret was promoting false stereotypes of beauty.

The company eventually apologized for the ad.

Consumers are also pressuring Victoria's Secret to offer larger sizes.

The biggest panty size it offers is XL, or equivalent to a size 16. The fashion industry defines plus-size clothing as sizes 12 to 24, though many retailers offer up to a size 28 to meet demand.

Bra sizes are inconsistent. Some styles are offered up to a D, while some go up to a DDD.

Still, many women feel they don't have an excellent selection at Victoria's Secret.

"My money and my credit are good enough for them, but the proven fact that I can only buy items like perfume, lotion, and body spray sends the message that my body just isn't, " said Dana Drew, a California woman who launched a petition against the brand. "Every year I watch the Angel fashion show and would love to purchase the items I see on my screen but can't because Victoria's Secret does not sell plus sizes. "

Plus-size brand Lane Bryant took aim at Victoria's Secret in a fresh lingerie campaign called "I'm no angel. "

Lane Bryant's adverts aim to "celebrate women of all sizes and shapes by redefining society's traditional notion of sexy with a powerful core message: ALL women are sexy, " the company wrote in a news release.

Lane BryantThe "I'm no Angel" campaign embraces women of all sizes.

The plus-size retailer's ads feature notable plus-size models and encouraged users to tweet photos with the hashtag #ImNoAngel.

Victoria's Secret should learn from the Lane Bryant ads, Sehdev said.

"The brutal social media backlash from the Lane Bryant campaign #ImNoAngel campaign can prove to be a valuable lesson for the brand: less spectacle and much more sincerity towards your customers, " that he said.

Victoria's Secret needs a new marketing strategy to keep its customers.

"Women today have never felt stronger or sexier. They have single-handedly redefined sexy as a state of mind rather than a specific dress size, " Sehdev said. "Victoria's Secret needs to celebrate this new attitude to remain relevant. "

SEE ALSO: These young models are the future of Victoria's Secret

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