What's Next For Victoria's Secret?

What's Next For Victoria's Secret?

 

"Victoria's secret fashion show 2010" by cattias.photos is licensed under CC BY-NC-ND 2.0

Victoria’s Secret makes it to the headlines back again, not because of their use of prison labor or exclusive marketing tactics but because their U.K. arm has fallen into administration. This has put more than 800 jobs at risk all due to Miss COVID-19 and their online rivals. 

Famous for their fashion show where runways are walked amongst the biggest names in the modelling industry like Candice Swanepoel, Jasmine Tookes, Adriana Lima and Naomi Campbell to name a few, it’s hard to wrap around the idea that the once enamored lingerie giant is now facing challenges. Under L Brands, Victoria’s Secret sales fell 7.6% to $1.41 billion in the third quarter of 2019 which was disclosed in November. 

"Victoria Secret Show 2009" by cattias.photos is licensed under CC BY-NC-ND 2.0

Back in 2018, the Victoria’s Secret Fashion Show saw their ratings at an all time low and faced harsh criticism for the comments made by the brand’s Chief Marketing Officer, Ed Razek, like, "Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy.” Many were disappointed including transgender model Leyna Bloom who wanted to be the first transgender of color to walk the show. This led to more negative scrutiny for the brand,  describing it as sexist, gender exclusive, and lacking in body diversity. Fast forward a year later, Razek left the company and the 2019 Victoria’s Secret Fashion Show was officially canceled too. 

In a statement obtained by USA TODAY, Les Wexner, CEO of L Brands, commented on the decisions made to cancel the show. He announced that they would be making changes with how they market their products so it resonated more with customers. "Fashion is a business of change. We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show,” said by Wexner. His words makes us seem rather optimistic for the future of the brand amidst all the underlying issues it has faced along with the stress the pandemic has caused for the company. 

With brands like Savage X Fenty and Third Love who praise and promote the idea of body diversity and gender inclusivity, the lingerie industry continues to evolve into a more positive direction. We hope to see the same for Victoria’s Secret. 

"Victoria's Secret" by CJ Sorg is licensed under CC BY-SA 2.0

Ladies, what are your thoughts? Would you still be supporting the brand despite the comments they have made in the past? Or them trying to re-evaluate and re-think the brands marketing strategies enough to gain your support back? We would love to hear your thoughts down the comments section below!

 


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