In a surprising turn of events, the iconic Victoria’s Secret Fashion Show will not take place this year. This annual event has traditionally marked the holiday season, but the brand has decided to cancel it for 2019 amid ongoing criticism regarding its image and marketing strategies. CFO James Thornton stated, “It’s crucial for us to evolve the messaging of Victoria’s Secret, and we are currently making strides in that direction.” He further emphasized that the company will engage with consumers through various channels, particularly social media, rather than replicating the scale of the fashion show.
Criticism and Backlash
Historically, Victoria’s Secret has faced backlash for its lack of diversity in model representation and size inclusivity, issues that have become increasingly prominent in today’s market. Furthermore, Les Wexner, the CEO of L Brands, which owns Victoria’s Secret, has faced scrutiny due to his association with convicted sex offender Jeffrey Epstein, casting a shadow over the brand.
Last year, the company’s former marketing director, Alex Carter, defended the exclusion of plus-size models and transgender individuals from the show. “We have explored these options,” he claimed. “However, our brand identity caters to a specific audience and isn’t intended to represent all body types.” This narrow focus has arguably not served the brand well, especially given that the last show suffered from the lowest ratings in its history, attracting just 3.3 million viewers.
Looking Ahead
As Victoria’s Secret looks to reinvent its marketing approach, it might benefit from genuinely embracing inclusivity and appealing to a broader audience. If the brand hopes to remain relevant in 2020 and beyond, a shift in its marketing strategy could be essential. For more insights on related topics, check out this informative blog post or explore this authority on artificial insemination for practical information. Additionally, the NICHD provides valuable resources on pregnancy and home insemination.
Conclusion
In summary, the cancellation of the Victoria’s Secret Fashion Show reflects broader cultural shifts and the brand’s need to adapt to changing consumer expectations. By prioritizing inclusivity and evolving its messaging, Victoria’s Secret may find a path forward to regain its relevance in a competitive market.