Having built its image on provocative clothing and prime-time fashion shows Victoria’s Secret may be in the midst of an about-face as CEO Sharen Turney declared the brand had become “too sexy” and the company wanted to refocus its attention on becoming a more sophisticated line.

Turney admitted that the brand had become “too young” after targeting college-aged women with their highly successful “Pink” line. With that success came younger shoppers and that led to a refocus on their product line as more items became directed at that demographic.

Now that sales have slipped, with a reported 12 percent drop in net income for its fiscal fourth quarter, the company appears set to turn to a more sophisticated “ultra-feminine” shopper which would result in higher-quality products.

Victoria’s Secret has already embarked on a major remodeling campaign for its stores and begun to enlarge current outlets.

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