My previous favorite was the MLK Memorial in DC. It reminded me of the North Korean leadership so much I called it "Martin Luther Kim."
Posted on 01/16/2023 6:49:27 AM PST by SeekAndFind
After Victoria’s Secret’s stock price plummeted last week and CEO Amy Hauk announced her departure after just eight months at the lingerie brand, conservative critics were quick to diagnose the company’s failures as a classic case of “go woke, go broke.”
It’s an easy, albeit lazy, argument to make considering the brand’s recent shift to “inclusive” models and the cancellation of their iconic “Angels” fashion show, but it ignores broader challenges across the retail industry, especially issues faced by brands with a long-held association with the now nearly extinct shopping malls.
Victoria’s Secret introduced its more “inclusive” rebrand campaign in 2021, announcing a shift from its iconic bombshell models such as Naomi Campbell and Gisele Bundchen to “changemakers” like U.S. women’s soccer star Megan Rapinoe, actress Priyanka Chopra Jonas, model Adut Akech, plus-sized model Paloma Elsesser, and even transgender model Valentina Sampaio. But blaming these “woke” changes that only happened less than a year and a half ago doesn’t add up when you consider the brand faced nearly identical leadership changes in 2018 and slumping sales since 2019, which is also the same year it canceled the once incredibly popular pop culture event, the Victoria’s Secret Fashion Show.
A more likely culprit for the brand’s struggles is its inability to recover from its image as a shopping mall destination for bands of teenagers wooed by the striped pink walls and the PINK Puppy logo. It’s safe to assume the brand was certainly happy to fold those giddy teenagers into its marketing base, but when online retailers such as ThirdLove and Adore Me offered cheaper and often higher-quality products available at the click of an Instagram ad, long-time millennial Victoria’s Secret customers abandoned the brand in the same way they abandoned shopping malls and brands like Abercrombie and American Eagle altogether.
The shift was compounded by the rise of athleisure brands such as Lululemon and Athleta, which offered trendier and higher quality versions of the tracksuits, loungewear, and swimwear Victoria’s Secret was once known for as much as its lingerie.
Finally, no amount of “body positivity” marketing or plus-sized models will change the American consumer’s association of the brand with beautiful, even if unattainable, female bodies plastered on 12-foot posters in mall windows. This is best illustrated by the fact that despite the company’s ongoing attempts at rebranding for several years now, one of the top viral TikTok songs of 2022 and a Billboard Top 100 song titled “Victoria’s Secret,” by the singer/songwriter Jax, is constantly played on pop stations as an anthem against “body shaming” and takes direct aim at the company.
“I know Victoria’s secret / And girl, you wouldn’t believe / She’s an old man who lives in Ohio / Making money off of girls like me / Cashing in on body issues / Selling skin and bones with big boobs,” the chorus rings out. Corporate media were quick to adopt the TikTok star’s messaging, writing clicky headlines about how the viral hit, “EXPOSES LINGERIE COMPANY FOR INHERENT SEXISM AND TOXICITY.”
Perhaps more impressive than VS’s ability to stay in business for as long as it has is its ability to maintain a brand image simultaneously known for “inherent sexism” while also employing transgender models and “going woke.” Maybe riding the fine line between both is the secret to staying afloat, for now.
Case in point, the new MLK statue in Boston which, depending on the angle of view, looks like a giant turd, a giant black dong, or a bald man performing cunnilingus.LOL -- you have a fine career ahead of you as an art critic!
ya right...
My previous favorite was the MLK Memorial in DC. It reminded me of the North Korean leadership so much I called it "Martin Luther Kim."
VS became a ghetto store. And not just the 99% makeup of the shoplifter/flash mob looter demographic, either.
That’s a prefect description. Be sure to ping me on your public art criticism posts!
Then they started advertising with obese cows. When the first one arrived, my wife asked if I was still going to get her stuff from VS. "nope, not if they'll make you look like that.
The adverts go in the trash and I buy her stuff and/or gift cards elsewhere.
The article is only half right - Yes, competition is the cause of VS' downfall. VS charges a premium on their products under the illusion the customer whom wears their items will look and feel like the sexy models. If VS wants to compete outright with Lane Bryant - let them. Their former customers can shop elsewhere.
VS' issues were also self induced - get woke, go broke. If in your fantasy world of moonbattery you think women want to see themselves as, or that men are cooing over, 50 gallons of mashed potatoes slammed into 30 gallon trash bags....well then advertise as such. You deserve everything that comes next.
That was just the best NK leadership picture I could find on short notice. There was one photo where they were standing around looking like the Annie Leibovitz photo of The Sopranos, that worked perfectly.
Two of the most successful online lingerie companies; Love Honey and Spicy Lingerie have very nice plus size sections with very attractive larger women as models. Not everybody likes the heroin addict/death camp look. Some men like real women with curves. I buy a lot from both stores and my ‘big’ girl looks sexy as hell in all of it.
we need photographic proof... You know the rules ;)
“A more likely culprit..”
IOW, I dont know but want it to be .....
My grand daughter some years ago said the VS had very well designed and made clothing items but they were far over priced.
Truth. No one, NO ONE, wants to see a Fugly Awards Lingerie Show.
wrong expression to use
Cue the music “Fat Bottomed Girls”, (Queen).
The tranny-phobes!
With foresight, Sears would have evolved their mail-order catalogue business into an Amazon-like online biz.
Sears Roebuck (I worked for them 1982 - 1986) was the #1 catalog and they were called "the Amazon of their day". They did indeed miss a HUGE opportunity with the advent of the Internet. A smart marketing executive would've seen Amazon's start where they sold books online as an opportunity to put their entire catalog online, but nope. They missed it.
And where's Sears today? Every single one of 'em within 20-25 miles of me closed and is gone.
Huge salaries and golden parachutes, who cares?
Would you lust after a Ferrari or a Corvette if every advertisement showed a old, fat bald guy driving it? No the idea is you imagine yourself as the cool guy in the cool car. Women are the same they imagine themselves as a super model when wearing Victoria’s Secret lingerie.
DUH, marketing one o one.
“Finally, no amount of “body positivity” marketing or plus-sized models will change the American consumer’s association of the brand with beautiful, even if unattainable, female bodies plastered on 12-foot posters in mall windows. “
So “no amount” of advertising will change consumer’s minds? Advertising is therefore totally useless. The above is the most idiotic statement I have heard in a long time. Well actually since Morning Joe today. How about if Victoria’s Secret puts overweight models everywhere for the next 90 years until everyone who ever saw the original models is dead? Still we will associate the brand with skinny models?
“Finally, no amount of “body positivity” marketing or plus-sized models will change the American consumer’s association of the brand with beautiful, even if unattainable, female bodies plastered on 12-foot posters in mall windows. “
So “no amount” of advertising will change consumer’s minds? Advertising is therefore totally useless. The above is the most idiotic statement I have heard in a long time. Well actually since Morning Joe today. How about if Victoria’s Secret puts overweight models everywhere for the next 90 years until everyone who ever saw the original models is dead? Still we will associate the brand with skinny models?
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