The push-up bra may be finally going the way of the corset.

The news this week that Jan Singer, the C.E.O. of Victoria’s Secret Lingerie was stepping down — this after a P.R. crisis over transphobic remarks made by another executive — was just the latest hit to a brand that has been in steady decline for years.

The marketing of Victoria’s Secret has been nothing if not consistent. The company’s fashion show this month, complete with skinny models, push-up bras, thongs and strappy stilettos, was a near carbon copy of the one it first mounted in 1995, albeit with more feathers, sequins and wings. And its adherence to that vision of sexy will not be compromised. Not by those who criticize the whole affair as sexist, nor by the slew of new bra start-ups that offer products meant for comfort and ease, nor even by the women abandoning Victoria’s Secret to shop elsewhere.

Victoria’s Secret is still the leading U.S. lingerie brand, but its share of the market is falling rapidly. Sales are sagging and the company’s stock is down 41 percent this year. In a September 2017 consumer study conducted by Wells Fargo, 68 percent of respondents said they liked Victoria’s Secret less than they used to and 60 percent said they think the brand feels “forced” or “fake.”