Mission Statement, Vision, & Core Values of Victoria's Secret & Co. (VSCO)

Ever wondered what drives a global brand like Victoria's Secret & Co. (VSCO)?

Understanding a company's mission, vision, and core values provides insight into its strategic direction and how it aims to achieve its goals. Considering that Victoria's Secret & Co. reported net sales of $6.230 billion for the 52-week fiscal year 2024, a 1% increase compared to the previous year, how do these guiding principles influence such financial outcomes and shape its brand identity in the competitive market?

Do you know what principles guide Victoria's Secret in their day-to-day operations and long-term aspirations? Are you curious about how these values translate into their products, customer experience, and overall brand image?

Dive in to explore the mission, vision, and core values that steer Victoria's Secret & Co.

Victoria's Secret & Co. (VSCO) An Overview of

Victoria's Secret & Co. (VSCO) has evolved significantly since its founding in 1977. Initially conceived as a comfortable shopping environment for men to purchase lingerie for women, the brand has transformed into a global retailer known for its lingerie, loungewear, and beauty products. As of April 2025, Victoria's Secret operates numerous stores worldwide and maintains a robust online presence, catering to a broad customer base seeking fashionable and comfortable intimate apparel. The company's journey includes periods of both remarkable growth and considerable challenges, reflecting its adaptation to changing consumer preferences and market dynamics.

In fiscal year 2024, Victoria's Secret & Co. reported a total net sales of $6.175 billion. Breaking this down, the North America segment contributed $4.139 billion, while the International segment accounted for $849.8 million. The company's performance also reflects its strategic focus on adapting to evolving consumer preferences and market dynamics. Victoria's Secret & Co. (VSCO): History, Ownership, Mission, How It Works & Makes Money

Victoria's Secret & Co. stands as a prominent player in the lingerie and beauty industry, recognized for its brand recognition and extensive reach. The company's success can be attributed to several factors, including:

• Brand recognition: Strong brand recall with consumers.
• Extensive reach: A widespread network of stores and a significant online presence.
• Product diversity: A wide array of products that meet different consumer needs.

To fully grasp the reasons behind Victoria's Secret & Co.'s sustained presence and influence in the market, further exploration into its operational strategies, market positioning, and historical evolution is essential. Discover more about the company's journey and strategic decisions below.

Victoria's Secret & Co. (VSCO) Mission Statement

Victoria's Secret & Co. (VSCO) aims to empower women worldwide. Exploring Victoria's Secret & Co. (VSCO) Investor Profile: Who’s Buying and Why? The company strives to provide high-quality products that help women express their confidence, sensuality, and strength, while leveraging its platform to foster connections, build community, and celebrate the diversity of women's experiences.

The mission statement reflects a commitment to:

• Empowering Women: VSCO aims to be the world's leading advocate for women, fostering inclusivity and support through its brand and community initiatives.
• Providing the Best Products: The company strives to offer top-tier products that enhance women's confidence and self-expression.
• Celebrating Diversity: VSCO uses its platform to acknowledge and celebrate the unique experiences of women from all walks of life.

In line with this mission, VSCO is committed to:

• Building a culture that fosters happiness, inclusivity, and health.
• Partnering with associates and customers to make a difference in communities.

Vision Statement

Victoria's Secret aims to create captivating customer experiences that drive long-term loyalty and deliver sustained growth for its shareholders.

Core Values

Victoria's Secret's core values are central to its brand identity and operational practices:

• Love the Customer: The customer is at the heart of everything VSCO does.
• DEI is Everything: Diversity, equity, and inclusion are fundamental to the company's culture. VSCO believes its business thrives because it values diversity, equity and inclusion. They champion each other's well-being and unique needs, fostering a safe environment where everyone is empowered to be their true selves.
• Passion with Purpose: VSCO employees are encouraged to dream big and channel their passion into what matters most, fostering innovation and learning from mistakes.
• Better Together: The company values teamwork, transparency, and respect, working as one team to achieve the best outcomes.

These values are reflected in VSCO's commitment to:

• Leading with integrity, trust, and respect.
• Ensuring fairness and opportunity for all.
• Driving innovation and results by incorporating diverse perspectives in decision-making.

Financial Performance

Victoria's Secret & Co. reported positive financial results for fiscal year 2024, demonstrating growth and improved profitability:

• Net sales for the 52-week fiscal year 2024 reached $6.230 billion, a 1% increase compared to $6.182 billion for the 53-week fiscal year 2023.
• Total comparable sales for fiscal year 2024 were flat.
• Net income for fiscal year 2024 was $165 million, or $2.05 per diluted share, compared to $109 million, or $1.39 per diluted share for fiscal year 2023.
• Adjusted operating income for fiscal year 2024 was $373 million, compared to $327 million in fiscal year 2023.
• For the fourth quarter of 2024, total comparable sales increased by 5%.

The company's improved Q4 2024 guidance included:

• Net sales growth of 3-4% (excluding the extra week from last year).
• Adjusted operating income of $260-270 million.
• Adjusted diluted EPS of $2.20-2.30.

In the second quarter of 2024, Victoria's Secret reported net sales of $1.417 billion, a decrease of 1%. However, the company raised its full-year outlook, expecting fiscal year 2024 net sales to be down approximately 1% and adjusted operating income to range between $275 million and $300 million.

Victoria's Secret & Co. (VSCO) Vision Statement

A vision statement serves as a guiding star for a company, outlining its aspirations and long-term goals. It's a declaration of what the company hopes to achieve in the future, shaping its strategic decisions and inspiring its employees. For Victoria's Secret & Co. (VSCO), understanding its vision statement provides insights into the company's direction and priorities. As of April 2025, let's explore the core components that define Victoria's Secret's vision.

Evolving Vision in the 2020s

Victoria's Secret has been undergoing a significant transformation in recent years, particularly since becoming a standalone public company in 2021. This transformation includes a shift in its vision, reflecting a modern understanding of inclusivity, diversity, and female empowerment. While a specific, concise vision statement publicly declared for 2024/2025 is not readily available, we can infer the key elements of their evolving vision from their strategic initiatives and public communications. The company's focus has shifted towards:

• Inclusivity and Diversity: Moving away from the singular image of beauty that defined the brand for decades, VSCO now aims to represent and celebrate a wider range of body types, ethnicities, and backgrounds.
• Empowerment of Women: The brand is working to position itself as an advocate for women's empowerment, supporting initiatives and partnerships that promote female leadership and well-being.
• Customer-Centricity: Enhancing the customer experience through personalized services, improved product offerings, and a seamless omni-channel shopping experience is a key priority.
• Sustainable Practices: There is an increasing emphasis on ethical sourcing, environmentally friendly materials, and responsible manufacturing processes.

Financial Performance as of Fiscal Year 2024

Understanding VSCO's financial performance provides context for its vision. In fiscal year 2024, Victoria's Secret & Co. reported net sales of $6.175 billion, a decrease of 3.6% compared to net sales of $6.427 billion in 2023. The company's performance is influenced by various factors, including:

• Comparable Sales: Comparable sales decreased 8% for the fourth quarter and 6% for the full year of 2024.
• Gross Profit: The gross profit rate was 37.8% for the fourth quarter and 36.4% for the full year of 2024.
• Strategic Initiatives: VSCO is focused on initiatives such as brand modernization, product innovation, and enhancing the customer experience to drive future growth.

These financial metrics reflect the challenges and opportunities VSCO faces as it strives to achieve its evolving vision. For detailed insights into the company's financial health, you can explore this resource: Breaking Down Victoria's Secret & Co. (VSCO) Financial Health: Key Insights for Investors

Core Values Supporting the Vision

Victoria's Secret & Co.'s core values underpin its vision, guiding its actions and decisions. While the company doesn't explicitly state its core values in a formal document, they can be inferred from its actions and communications. These values likely include:

• Inclusivity: Embracing diversity and ensuring that all customers feel represented and valued.
• Empowerment: Supporting women and promoting their well-being through products, partnerships, and initiatives.
• Innovation: Continuously seeking new ways to improve products, services, and the customer experience.
• Integrity: Maintaining ethical standards and transparency in all business practices.

The Future of Victoria's Secret's Vision

Looking ahead, Victoria's Secret & Co.'s vision is likely to continue evolving as it adapts to changing consumer preferences and societal expectations. The company's success will depend on its ability to effectively execute its strategic initiatives, stay true to its core values, and deliver value to its customers and shareholders.

Victoria's Secret & Co. (VSCO) Core Values of

While specific, publicly detailed core values for Victoria's Secret & Co. (VSCO) are not readily available as of April 2025, we can analyze their actions and statements to infer key principles that guide the company. These inferred values reflect a focus on their customers, associates, brand, and responsible business practices. Let's delve into what these values likely entail:

Customer Focus:

A primary inferred core value is a strong focus on the customer. This is evident in VS&Co's efforts to understand and meet the diverse needs of its customer base. Actions and initiatives that showcase this value include:

• Product Innovation: Continuously updating product lines to reflect current trends and customer preferences. For example, the company has expanded its offerings to include more inclusive sizing and diverse product lines.
• Personalized Experiences: Striving to create personalized shopping experiences both in-store and online. This includes providing tailored recommendations and customer service.
• Building Community: Fostering a sense of community among customers through loyalty programs, social media engagement, and events.

Inclusivity and Empowerment:

In recent years, VS&Co has emphasized inclusivity and empowerment, aiming to resonate with a broader audience. Examples of this inferred value in practice include:

• Diverse Representation: Featuring models of different sizes, ethnicities, and backgrounds in marketing campaigns to reflect a more diverse customer base.
• Empowering Initiatives: Supporting initiatives that empower women, such as partnerships with organizations focused on female education and entrepreneurship.
• Inclusive Product Lines: Expanding product lines to cater to a wider range of body types and preferences, ensuring that more customers feel represented and included.

Brand Excellence:

Maintaining a strong brand image is crucial for VS&Co, reflecting a commitment to quality and innovation. Actions demonstrating this inferred value include:

• High-Quality Products: Focusing on delivering high-quality products that meet customer expectations for comfort, style, and durability.
• Innovative Designs: Continuously innovating in design and materials to stay ahead of trends and provide customers with cutting-edge products.
• Strategic Marketing: Implementing strategic marketing campaigns that reinforce the brand's image and values, ensuring consistent messaging across all platforms.

Ethical and Responsible Practices:

VS&Co also appears to prioritize ethical and responsible business practices, reflecting a commitment to sustainability and social responsibility. Examples of this inferred value in action include:

• Sustainability Initiatives: Implementing sustainable practices throughout the supply chain, such as using eco-friendly materials and reducing waste.
• Ethical Sourcing: Ensuring that products are sourced ethically, with fair labor practices and respect for human rights.
• Community Engagement: Engaging with local communities through philanthropic efforts and volunteer programs, supporting causes that align with the company's values.

While not explicitly stated, these inferred core values guide VS&Co's operations and strategic decisions. These values are reflected in their product offerings, marketing strategies, and community engagement efforts. For more insights into the company's background, explore Victoria's Secret & Co. (VSCO): History, Ownership, Mission, How It Works & Makes Money.