In the era of the boom in inclusive lingerie, the televisual high mass of women’s underwear is experiencing its weakest TV audiences. What to encourage Victoria’s Secret to review its communication?
Is the Victoria’s Secret podium still a dream? Rhinestones, sequins, cream tops (Taylor Hill, Bella Hadid, Gigi Hadid, Adriana Lima, Stella Maxwell, Lily Aldridge …), lingerie and assumed sex appeal. Here is in essence the recipe of the Victoria’s Secret parades broadcast for twenty years on American television. If each year the event brings together 7 million viewers, audiences have shown a clear decline, as have sales, which fell by 4.2% in 2018.
To this were added the transphobic and grossophobic comments made in November 2018 in the columns of the American edition of Vogue by Edward Razek, marketing director of Limited Brands, parent company of Victoria’s Secret. At the question “Why don’t you do plus size? Shouldn’t you have trannies on the show?“, the spokesperson for the sign replied:”No, I don’t think we should. Because the show represents a fantasy. It’s a 42 minute special and it’s the only one of its kind in the world.“Words violently received on social networks, forcing the septuagenarian to apologize and leave the ship. A resignation calling another, it was followed by that of the general manager of the sign, Jan Singer, who had been debauched from Nike two years ago to turn around sales.
Impact of the #MeeToo movement
A bad patch that the American press blames on the #metoo effect. After the liberalization of the word of victims of sexual assault and sexual harassment, sales of thongs and push-ups have lost speed in favor of those of more comfortable, more inclusive and less associated with desire lingerie. male.
In an era where the lingerie market is shaking up its image codes by presenting ever more diversity of bodies, will the American brand review its positioning? In a note sent internally on May 10, 2019, the owner of the brand, Les Wexner, expressed his desire to “rethink” the annual show and transmitted his “doubts“As for television as a broadcast channel. The 81-year-old billionaire also said the company is developing a” new type of event “which will be available”on multiple platforms“, without giving much more details. If the parade-show generates less revenue via television, it is still very popular on Youtube, a video platform which recorded 11 million views for the 2018 show.
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