Victoria’s Secret Is Desperate to Learn How to Sell Bras Again (1)

Victoria’s Secret’s decade-long identity crisis has vexed at least four CEOs. Its latest leader, Hillary Super, thinks the solution is straightforward: Get back to selling bras.

To do that, the company is attempting an image makeover. A visitor to its stores during its heyday would’ve been hard-pressed to miss its satiny pushups with the lascivious tagline: “Instantly adds 2 cup sizes!” Today, front and center are the “barely there” FlexFactor and “lighter than air, totally supportive” Featherweight series.

It’s not just the styles — comfortable, sporty and full coverage — that have shifted, but the whole vibe, as it were. No more dim, boudoir-style lighting that once defined the brand. What were once ...