Victoria's Secret built its image on an angel-winged supermodel fantasy. But what was once a successful strategy has since alienated shoppers.
This week it pulled the plug on its annual fashion show, formalizing a big step back from its legacy of catering to people who enjoy looking at women wearing its lingerie, rather than the women themselves.
For decades the retailer relied on its holiday spectacle to amplify its brand by creating an angel-winged fantasy featuring supermodels and pop stars instead of focusing on its customers’ practical needs.The Victoria’s Secret Fashion Show launched in 1995 and helped turbocharge the careers of some of the world’s top models, including Tyra Banks, Heidi Klum, Adriana Lima and Gigi Hadid.
But what was once a successful strategy has alienated shoppers. The rise of the #MeToo movement sharpened cultural resistance to putting women’s bodies on display. And smaller competitors are winning business from women Victoria’s Secret did not make much of an effort to serve. Rivals such as American Eagle Outfitters Inc.’s Aerie brand and ThirdLove Inc., which cater to and celebrate a wider range of body types, are gaining traction.
In 2018, Ed Razek — who as chief marketing officer of Victoria’s Secret’s parent company, L Brands Inc., had a key role in the fashion show — came under fire when hethat transgender models shouldn’t be included and referred to them as “transsexuals.” He also said “no one had any interest” in a show featuring plus-sized models.
Razek later apologized for his comments. This summer he stepped down from L Brands as Victoria’s Secret reversed course by
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