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Published: Monday, 3/3/2008

Victoria s Secret CEO says firm s too sexy

COLUMBUS Victoria s Secret, the lingerie company that introduced the Very Sexy bra, the Fantasy Bra, and the Internet server-crashing fashion show, has become too sexy for its own good, its top executive said.

We ve so much gotten off our heritage too sexy, and we use the word sexy a lot and really have forgotten the ultrafeminine, said Sharen Turney, Victoria s Secret s chief executive, in a call with industry analysts.

Victoria s Secret was launched with the idea that Victoria was manor-born and lived in London, Ms. Turney said. She said Victoria s Secret wants to increase its level of sophistication.

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