Victoria’s Secret on Tuesday announced Brand Chief Amy Hauk has resigned less than a year in the role, reports CNN Business. Hauk served as Pink CEO since 2018 and took leadership of brand across the organization when the company merged its Victoria’s Secret and Pink lingerie operations and beauty business last July. Her resignation is effective March 31, 2023. Following Hauk’s departure, parent company Victoria’s Secret & Co. CEO Martin Waters will assume the responsibilities of brand CEO, the company said.
Total Retail’s Take: According to language in its SEC filing, Hauk made the decision to resign and notified Victoria’s Secret in late December. The retailer continues to go through changes following several years of ownership, brand, marketing, leadership and organizational shifts. This has led to a struggle keeping customers interested and trusting the brand’s new message of inclusivity, a stark contrast to Victoria’s Secret’s previous strategy. The person most responsible for solving this challenge is the brand chief, a position now being left vacant and integrated into CEO Waters’ responsibilities.
Victoria’s Secret this week also completed its acquisition of digital-native intimates brand Adore Me, Inc., as stated in the SEC filing. The industry continues to watch how the iconic lingerie retailer navigates changing consumer behaviors and attitudes as well as internal shakeups in its pursuit of profitability.
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