For instance, longtime Angel Alessandra Ambrosio's image as a wife and mother helps the brand. Victoria's Secret reportedly declined to work with sexy model Kate Upton because she might be threatening to female customers.
By striking the right balance between sexy and approachable, Victoria's Secret successfully achieved mass appeal.
Women are also more likely to be willing to pay full price for the goods.
"Let's face it, everyone wants to be a Victoria's Secret girl!" McCoy said.