Retail Correspondent Cathaleen Chen of The Business of Fashion said that Victoria’s Secret’s efforts to go bring in “more favorable” supermodels “never translated into sales.”
The lingerie company famously hires “Angels” as models, who are traditionally tall and lean.
In recent years, many companies are going “woke” and making their models appear “more inclusive.”
Victoria’s Secret is going back to hot models after sales tanked on fat chicks, Megan Rapinoe and dudes pretending to be chicks in lingerie. Woke business fails. Again: pic.twitter.com/aPHZV9y503
— Clay Travis (@ClayTravis) October 18, 2023
Victoria’s Secret showcased LGBTQ pro women’s soccer player Megan Rapinoe and a transgender woman as spokesmodels.
The projected revenue for 2023 is $6.2 billion, a 5% decrease from the previous year and lower than the 2020 figure of $7.5 billion.
Rapinoe said that before it was sending a “really harmful” message that was “patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.”
Victoria’s Secret is reportedly done with prioritizing "wokeness" over "sexiness" after sales drop pic.twitter.com/xXXEzMUUud
— Daily Loud (@DailyLoud) October 18, 2023
“And it was very much marketed toward younger women,” she added.
Victoria’s Secret aims to revitalize its image by reintroducing the runway show format.
Chen describes the Victoria’s Secret: The Tour ’23 as a display that “fell somewhere in between the personification of male lust of the brand’s aughts-era heyday and the inclusive utopia promoted by its many disruptors.”
Greg Unis, Victoria’s Secret and Pink brand president, emphasizes the new direction, stating, “Sexiness can be inclusive” and highlighting the celebration of diverse customer experiences.
CEO Martin Waters said, “Despite everyone’s best endeavors, it’s not been enough to carry the day.”
The company aims to “Improve profitability and cross back over $7 billion in annual sales,” by introducing activewear and swimwear.
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