http://gty.im/1059451992
Victoria’s Secret seems to be struggling to find its marketing niche.
Since 2001, the brand’s annual fashion show has featured its latest lingerie, with lavish costumes, elaborate themes and memorable performances by our favorite entertainers. For years, this has been the show that models dream of being a part of.
http://gty.im/626920972
This year, it has taken another turn. In late November, Victoria’s Secret announced that it will not be doing the show this year for several reasons, including declining ratings for the television production in recent years. Other recent changes have also included featuring a plus-sized model and a trans-gender model in their marketing campaigns, becoming more inclusive. Though, in the past, Victoria’s Secret has been under fire for its lack of inclusion.
In 2018, Ed Razek, chief marketing officer of the brand’s parent company, L Brands Inc., told Vogue that transgender models shouldn’t be included, and referred to them as “transsexuals,” and said, “no one had any interest” in a show featuring plus-sized models. He did apologize, but it had already been said.
The 2019 fashion industry is evolving into something more realistic, because real women come in different shapes and sizes. Brands that only feature the typical cookie-cutter model are losing traction.
http://gty.im/1032416160
Representatives for L Brands and Victoria’s Secret are working to evolve the brand. It will be interesting to see if its recent efforts are enough to make a complete comeback.
