Victoria’s Secret’s Q3 results show its rebranding efforts may be working

They say the third time’s a charm, but Victoria’s Secret & Co. has proven itself the second time around.

The company’s been working hard on a rebrand in the past few years, and while it recently reported a third quarter loss, its November sales and margin represent the “best monthly performance in nearly two years and further evidence that our initiatives are working,” CEO Martin Waters said in a statement.

“Our teams have been resiliently focused on what is within our control and working tirelessly on multiple growth initiatives designed to create momentum,” Waters added.

The company also noted “an upbeat outlook for the holiday season.” Some of the retailer’s strongest performers have included “holiday assortments, such as giftable merchandise, according to an AlphaSense transcript,” MarketWatch reported.

While it remains to be seen how the company performs over the next few months, it has been working on rebranding itself for quite a while now.

The company has made several changes, including hiring a new set of corporate leaders, and attempted to distance itself from a past marred by allegations of sexism, discrimination, and promoting unrealistic beauty standards, as Retail Brew previously reported.

It’s also tried to emphasize diversity, introducing “swimwear and intimates lines that feature an expanded size range; bringing on trans, plus-sized, and Black models; and extending its styles and fabrications.”

Meanwhile, the company’s recent results may be an indication that its efforts have resonated with at least some consumers, but to continue down that path, it’ll have to stick to certain strategies, including “consistent and strong communication about what your new brand identity is, what your missions and values are, and then supporting actions—whether it’s new products, your new name, your new image, and what your new portfolio is, and who your target customers are,” Erin Schmidt, an independent retail analyst, previously told us.