![]() ![]() The letter cited his past relationship with Jeffrey Epstein as well as the multiple allegations of abuse by young VS models at the hands of the brand’s contracted photographers. It didn’t help VS when a group of over 100 present and past Victoria’s Secret models recently wrote an open letter to L Brand’s CEO, Leslie Wexner. In a post-#MeToo and #TimesUp world, consumers are quick to jump ship amidst accusations of the exploitation of women. ![]() When you compare the bra-hunting experience at Victoria’s Secret to that of a brand like ThirdLove that carries size AA-I, donates a portion of profits to women in need, and encourages customers to love their curves, it’s easy to see today’s shoppers are foregoing VS. In fact, many consumers ( and retail journalists) have shared negative experiences looking for attractive lingerie in their size in-store. While Victoria’s Secret reportedly now offers bra sizes 30AA to 40DDD, a very limited selection of styles is available for plus-sized consumers. Consumers have repeatedly called upon management at Victoria’s Secret to expand their plus-size offerings and start making plus-sized consumers feel like there’s a place for them with the retailer. Compare this to the wide variety of perfectly matched nude t-shirt bras offered by ThirdLove and it’s easy to see why customers wouldn’t want to keep shopping with a retailer that doesn’t offer inclusive colorways.īeyond that, it’s tough to get consumers to believe your brand cares about women of all sizes when you don’t offer many plus-size options in-store. Their website shows models of color posing in “nude” bras that are completely unmatched to their skin tone. Victoria’s Secret has also been slow to offer products made for a wide variety of skin tones and body types. Bottom line: it’s going to take a lot more than a small collaboration and two new models to shift consumer’s perception of the brand. Slumping sales indicate that the reluctant baby-step towards diversity may be getting picked up by Millennials’ and Gen Z’s BS detectors. After all, Victoria’s Secret was one of the last lingerie companies to use diverse models and their recent nod towards inclusiveness felt begrudging at best. They recently included a facsimile of body-positivity in its marketing campaigns, adding a transgender model and a plus-sized model and launching a collaboration with female empowerment focused lingerie line, Bluebella.īut for many, these moves felt like too little, too late. Fast forward a year, and management seems to have changed its tune. In late 2018, then-CMO Ed Razek told Vogue that including plus-size and trans models doesn’t fit into the (now defunct) VS Fashion Show’s “fantasy” vibe. Nonetheless, leadership has been slow to adapt. Victoria’s Secret isn’t blind to the fact that the image that once made the brand a success is no longer well-received by consumers. Promote cultural inclusivity & body inclusivity. Here are 5 things that Victoria’s Secret could do to turn things around. While these factors alone don’t necessarily mean that Victoria’s Secret is doomed, it’s clear that the old school behemoth is overdue for a resurrection. According to Seeking Alpha, the brand’s “protracted slump” is responsible for dragging down parent company L Brand’s revenue, with little hope for improvement in the next twelve months. ![]() The brand has faced not one but several PR crises of late and is failing to resonate with consumers amidst the emergence of new competitors better aligned with consumers’ shifting values. Victoria’s Secret has been in a downward spiral for a hot retail minute now. ![]()
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