Lingerie chain Victoria’s Secret spent the last few years overhauling its traditionally sexy image in a bid to ‘gain cultural relevance’ and be more ‘inclusive’, which included recruiting soccer player Megan Rapinoe and transgender model Valentina Sampaio as spokespeople, and using plus-size models Paloma Elsesser and Ali Tate-Cutler as new-look ambassadors.
Well, it turns out that didn’t quite work out for them financially, with ‘favorable reviews from online critics not translating into sales.’ In a presentation to investors last week, it was clear which version of the brand Victoria’s Secret executives see as its future.
Greg Unis, brand president of Victoria’s Secret and Pink, said: “Sexiness can be inclusive. Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on. Despite everyone’s best endeavours, it’s not been enough to carry the day.”
Must seem really obvious to them now in hindsight. They were so worried about the future and the direction it seemed like the world was going in, that they didn’t notice that the reason the company is so successful in the first place is because it marketed ‘sexiness’, and sexiness = profit. Clearly more profitable than bringing in Megan Rapinoe to preach to their audience about how female soccer players should be paid as much as their male counterparts, or whatever.
According to CNN, Victoria’s Secret is projecting revenue of $6.2 billion this fiscal year, down 5% from the previous year and well below the $7.5 billion from 2020. It turns out their target demo (women) want to see women they find attractive modelling their products. Not be lectured about social causes by the most annoying celebrities on the circuit.
Generally, we all have a similar idea of what ‘sexy’ is, and there’s no use having brands like Victoria’s Secret or Dove or whoever trying to pretend otherwise. I mean, Leo DiCaprio isn’t sh@gging “new-look ambassadors” like Megan Rapinoe is he? He’s hooking up with your classic Victoria’s Secret types! Lesson learned (a few billion dollars later).
For the time Monica Bellucci explained that she isn’t bothered about being ‘sexually objectified’ because it launched her career, click HERE.
