By ABC's ANDREA CANNING, GITIKA AHUJA, JESSICA HOFFMAN and OLIVIA STERNS
Victoria has a new secret: You can be too sexy.
The racy lingerie chain, whose catalogue, store windows and hot runway shows have become a favorite for some men, intends to tone it down because disappointing 2007 sales indicate that it has become less of a favorite of women shoppers.
Sales at Victoria's Secret fell 2 percent overall for 2007, and 8 percent in the fourth quarter.
But it's not easy to stop being sexy.
"It would be easier for Britney Spears to change her image than for Victoria Secret to change their image," said advertising executive Jerry Della Femina. "They are trying to disprove the old adage: sex sells," he said, adding that he thinks it's doubtful the store will succeed in shaking its hyper-sexy reputation.
http://abcnews.go.com/GMA/story?id=4364901&page=1