Martin Waters, chief executive officer of Victoria’s Secret, told analysts during Thursday morning’s conference call, that the added exposure isn’t all bad.
“The Jax video is super interesting because, I mean, look, it’s very clever. It’s very catchy. It’s lighthearted. I find myself humming it around the house,” the CEO continued on the call. “It raises an important subject. And we agree. We agree wholeheartedly with what Jax is raising and that’s why 18 months ago, we talked about the revolution in our brand and going in a different direction.”
“It actually had very, very low viewing figures [and] even lower completion of the series,” Waters said on the call. “And the relatively few people who did actually make it all the way through to the end of the series had a stronger perception of the brand coming out of it and they’re going in.” “That said, I’ve mentioned previously that when we do our research, there’s a significant number of people that just haven’t noticed,” he continued. “They haven’t come across the change. When they do come across the change, they like it. But a lot of people still haven’t noticed. And there were a couple of things that have helped us significantly in that endeavor in the last six months or so, more recently in the last quarter…one of them was the Jax video.
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