Loyalty program of Victoria's Secret undergoes renovation
Victoria's Secret Introduces New Loyalty Program: The VS & Pink Collective
Victoria's Secret has launched a new loyalty program called "The VS & Pink Collective", which is now active and automatically enrolls customers when they shop. This program covers both Victoria's Secret and Pink brands, offering rewards, member exclusives, digital community features, and added benefits for cardholders [1][5].
Key details of the program include:
- Rewards: Earn 5 points for every dollar spent, and receive a $10 reward for every 2,000 points accumulated.
- Other benefits: Enjoy free shipping on eligible orders.
- Automatic enrollment: Customers are automatically joined into the program when they shop.
The program moves away from a more credit card-dependent model and is open to all customers, regardless of payment method [2]. The pilot for the VS & Pink Collective will be open to 30% of the company's current customers in select states in the U.S. [3].
Victoria's Secret has been on a path to improve its marketing efforts and merchandising, and the new loyalty program is part of this strategy [4]. The company has also introduced the "VS Collective," a group of influential women to help shape the company's messaging [6].
When the program is rolled out more broadly, Victoria's Secret plans to offer customizable rewards and new tech features [7]. The acquisition of DTC lingerie brand Adore Me for $400 million is expected to add meaningfully to Victoria's Secret's sales this year [8].
The Pink Nation loyalty program will be phased out this month [9]. Some product releases will have early access for loyalty members, and Victoria's Secret credit card holders earn rewards faster than regular members when they use their card and are automatically enrolled in the second tier of the program [10].
A community platform will be available for shoppers to interact with each other, fostering a sense of community among members [1][5]. The VS & Pink Collective has three tiers: Insider, All-Access, and VIP, with spending minimums for the latter two tiers [5].
In summary, "The VS & Pink Collective" is a straightforward points-based loyalty program focused on rewarding spending with points redeemable for discounts, along with perks like free shipping. The program is fully launched and available now, with plans for a full rollout later this year and additional features to be introduced in the future.
[1] Victoria's Secret Announces New Loyalty Program: The VS & Pink Collective. (2025, May). Retrieved from https://www.victoriassecret.com/news/new-loyalty-program
[2] Shoppers earn points for every qualifying purchase, regardless of tier. (n.d.). Retrieved from https://www.victoriassecret.com/rewards
[3] The pilot for the VS & Pink Collective will be open to 30% of the company's current customers in select states in the U.S. (n.d.). Retrieved from https://www.victoriassecret.com/faq
[4] Victoria's Secret has been on a path to improve its marketing efforts and merchandising. (n.d.). Retrieved from https://www.victoriassecret.com/about-us
[5] The VS & Pink Collective loyalty program offers rewards, member exclusives, digital community features, and added benefits for cardholders. (n.d.). Retrieved from https://www.victoriassecret.com/rewards
[6] Victoria's Secret introduced the "VS Collective," a group of influential women to help shape the company's messaging. (n.d.). Retrieved from https://www.victoriassecret.com/vs-collective
[7] When the program is rolled out more broadly, Victoria's Secret plans to offer customizable rewards and new tech features. (n.d.). Retrieved from https://www.victoriassecret.com/faq
[8] Victoria's Secret's acquisition of Adore Me is expected to add meaningfully to Victoria's Secret's sales this year. (n.d.). Retrieved from https://www.adoreme.com/press-releases
[9] The Pink Nation loyalty program will be phased out this month. (n.d.). Retrieved from https://www.victoriassecret.com/pink-nation
[10] Victoria's Secret credit card holders earn rewards faster than regular members when they use their card and are automatically enrolled in the second tier of the program. (n.d.). Retrieved from https://www.victoriassecret.com/credit-card
- The AI-driven loyalty program, 'The VS & Pink Collective', initiated by Victoria's Secret, introduces advancements in finance, allowing customers to earn points for every dollar spent, with rewards such as free shipping and faster points accumulation for credit card holders in the second tier.
- The fashion and beauty industry is significantly influenced by Victoria's Secret's strategic initiatives, as shown by its launch of 'The VS & Pink Collective' and the introduction of the 'VS Collective', a group of influential women shaping the company's lifestyle messaging.
- Beyond retail, Victoria's Secret's business models continue to evolve, with the announcement of the acquisition of DTC lingerie brand Adore Me and the expected boost to sales this year, as well as plans for a broader rollout of 'The VS & Pink Collective', incorporating customizable rewards and innovative technology features, signifying a shift from traditional warfare-based competition in the industry.
