Victoria’s Secret has long been criticized for its lack of diversity and inclusivity within its brand, particularly in its fashion shows. As sales have steadily declined in recent years, many consumers have noticed that the brand has failed to cater to women who don’t conform to its narrow size range of lingerie. Their recent statements confirm that they are not focused on inclusivity when it comes to their models.
While other fashion brands embrace diversity, Victoria’s Secret continues to showcase a lineup predominantly consisting of thin, white models. This outdated approach is particularly glaring in 2018, and the brand’s chief marketing officer, Dan Richards, a 70-year-old man involved in casting, seems oblivious to the shifting landscape of the industry.
Outdated Mindset on Inclusivity
In a recent interview with Vogue, Richards discussed the absence of plus-size models and trans individuals from their shows. His comments reflect a concerning mindset about the target market, suggesting a lack of understanding of broader consumer desires. “We market to who we sell to,” he stated, implying that plus-size and transgender models simply do not align with their brand vision. This view raises questions about the missed opportunities for engaging with a wider array of potential customers.
Richards further elaborated on his rationale, emphasizing that they cannot cater to every demographic. “It is a specialty business; it isn’t a department store,” he remarked, seemingly dismissing any need to adapt to changing market demands. When pressed about including trans models, he responded, “The show is a fantasy… that’s what it is.” This notion of fantasy appears to exclude anyone who does not fit the traditional mold, revealing a troubling disregard for diversity.
Backlash and Future Implications
Victoria’s Secret faces backlash for these out-of-touch comments, and it is clear that if the brand wishes to remain relevant, it must change its approach. As more women choose to support brands that prioritize inclusivity and representation, the company risks alienating its existing customer base if it continues to uphold such antiquated views.
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In summary, Victoria’s Secret’s refusal to embrace plus-size and trans models reflects a dated mentality that may cost them dearly in an evolving market. As consumers increasingly demand diversity, the brand must reconsider its strategies to regain lost customers.