The Mall Mole’s Deep Dive: Is Victoria’s Secret’s Stock Rally a Real Comeback or Just a Fancy Bra?

Alright, listen up, shopaholics and stock sleuths. Your girl Mia Spending Sleuth—aka the mall mole—has been sniffing around Victoria’s Secret & Co. (VSCO) like a bargain hunter at a thrift store clearance. And lemme tell ya, something’s brewing in the lingerie aisle. The stock’s up 37.4% in a month, and the new FlexFactor bra is selling like hotcakes—one every five seconds, can you believe it? But before you go all “retail therapy” on this stock, let’s crack this case wide open.

The Bra That Broke the Internet (and the Market)

First off, let’s talk about this FlexFactor Lightly Lined Plunge Demi Bra. It’s the star of the Body by Victoria collection, and it’s got more hype than a Black Friday doorbuster. Wireless support? Ultra-light? Inclusive sizing? This ain’t your grandma’s Victoria’s Secret. The brand’s finally ditching the “unrealistic beauty standards” vibe and going for comfort and inclusivity. And guess what? People are buying it. Like, a lot.

But here’s the thing, dude—sales numbers are one thing, but stock rallies are another. The company’s been stuck in neutral for five years, with revenue growth flatter than a pancake. Sure, they saw a tiny 0.8% bump in 2024, but that’s like finding a single dollar in a pile of receipts. The recent stock surge is all about the FlexFactor hype, but is this a real turnaround or just a flash in the pan?

The Analysts Are Buzzing—But Should You Be?

Barclays just upgraded VSCO to “Overweight,” and analysts are talking about “top-line acceleration” and “operating margin expansion.” Fancy words for “we think they’re gonna make more money.” And yeah, the FlexFactor bra is selling like crazy, but let’s not forget—this is the same company that got left in the dust by Aerie, ThirdLove, and Savage X Fenty. Those brands have been killing it with inclusivity and affordability while Victoria’s Secret was still stuck in the “Angels” era.

The stock’s up, but is it priced in? Maybe. The market’s already betting on this comeback, but if the company can’t keep innovating, this rally could fizzle faster than a bad spray tan.

The Bigger Picture: Can VSCO Stay Relevant?

Look, I love a good comeback story as much as the next thrift-store addict, but let’s be real. The lingerie market is cutthroat, and Victoria’s Secret has been playing catch-up for years. The FlexFactor bra is a step in the right direction, but can they keep it up? Or will they go back to their old ways and lose the momentum?

And then there’s the economy. Inflation’s still a thing, and if people start tightening their wallets, even the fanciest bra won’t save VSCO. The company’s got a lot riding on this comeback, and while the stock’s looking hot right now, investors need to ask themselves: Is this a long-term play or just a short-term thrill?

The Verdict: A Promising Start, But Don’t Get Too Comfy

So, what’s the deal? Is Victoria’s Secret back for good, or is this just a one-hit wonder? The FlexFactor bra is a solid start, and the stock rally’s got some legs—but don’t go all-in just yet. The company’s still got to prove it can keep up with the competition and adapt to changing consumer tastes.

Bottom line: The mall mole’s keeping an eye on this one. If VSCO can keep innovating and stay true to its new inclusive, comfort-focused brand, this could be the real deal. But if they slip back into old habits, this rally might just be a flashy distraction. Stay tuned, shoppers—this story’s not over yet.