“My motive to be here is that I have girls,” said Brazilian supermodel Adriana Lima, a long-time Victoria’s Secret Angel, on the red carpet. And it replaced its supermodel “Angels” with a group of 10 diverse women who have advised the brand and promoted it on social media. It’s also refreshening its stores with brighter lights and blush pink walls. Those efforts include revamping its marketing to highlight fuller-figure women in ads and store mannequins, and expanding into mastectomy bras and comfy sports bras. 26, marks the company’s biggest marketing investment in the past five years and its latest bid to reverse its supercharged sexy image that left it irrelevant to many women, leading to several years of sales declines. The Victoria’s Secret World Tour, to be aired globally on Amazon Prime Video on Sept.
The event also showcased the creators’ looks on headless mannequins of all body types.
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Top models like Winnie Harlow, who has vitiligo, a skin condition, showed up wearing some of the designs. Now, after a four-year hiatus, the lingerie brand came back Wednesday night with a complete overhaul that was part fashion event and part preview of a documentary-style film featuring 20 global creatives. NEW YORK (AP) - For more than 20 years, Victoria’s Secret had bolstered its image built on a man’s vision of sexiness with one big annual event: its fashion catwalk extravaganza, with supermodels like Naomi Campbell sashaying down the runway in Swarovski-crystal covered wings, thongs and million-dollar fantasy bras. Business & Finance Click to expand menu.
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Separately, L Brands’ CEO Les Wexner’s longtime ties to accused sex trafficker Jeffrey Epstein have been brought to the forefront, subjecting Wexner and the company to scrutiny in recent months.īurgdoerfer said Thursday that the Victoria’s Secret Fashion Show “was a very important part of the brand building of this business and was an important aspect of the brand and a remarkable marketing achievement, and with that said, we’re figuring out how to advance the positioning of the brand and best communicate that to customers, and that’s among the things that John is focused on. He later apologized for his “insensitive” remarks about transgender models.
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Last year, then-marketing chief Ed Rezak told Vogue in an interview that he did not think that transgender models had a place in the Victoria’s Secret Fashion Show, and claimed that there was no TV interest for plus-size runway shows. Victoria’s Secret sales at stores open for at least a year have plunged 7% from the prior-year quarter, marking an accelerated decline, according to CNBC.
That’s down from 6.7 million in 2016 and 9.7 million in 2013.Īnd the Victoria’s Secret brand itself has waned in recent years, as customers have begun to favor bralettes and body inclusiveness over push-up bras and washboard abs. 2018, the Done+Dusted-produced Victoria’s Secret Fashion Show on ABC, which featured Shawn Mendes and Bebe Rexha, brought in 3.3 million viewers. The show has long been a high-profile branding vehicle, a glossy commercial-meets-fashion fantasy in which supermodels strut down the runway to pop star musical accompaniment. The in-depth answer may be more complicated than that.
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