In a surprising turn of events, the annual Victoria’s Secret fashion show will not take place this year. Once a highlight of the holiday season, the brand has decided to cancel the show amidst mounting criticism and a shift in public perception. CFO Andrew Marks stated, “It’s crucial for us to evolve the messaging of Victoria’s Secret, and that’s already happening in some ways.” Instead of the grand spectacle of the fashion show, the brand plans to reach out to customers through various platforms, including social media.
Victoria’s Secret has faced backlash for its lack of diversity and size representation, which has become increasingly important to consumers in 2023. Adding to the brand’s challenges, CEO of L Brands, Ronald Hendricks, has been scrutinized for his ties to controversial figures, which hasn’t helped the brand’s image.
Last year, the company’s marketing director, Lisa Thornton, made headlines for her comments about representation in fashion shows, stating that while they have contemplated featuring plus-size and transgender models, their focus has been on marketing to a specific demographic. “We cater to our target audience,” she explained, “and we can’t be everything to everyone.” This perspective has not resonated well with many consumers, leading to declining ratings; the last show recorded the lowest viewership in history.
As Victoria’s Secret explores new marketing strategies, it may want to consider embracing inclusivity to stay relevant. With the changing landscape of fashion and consumer expectations, adapting to a broader audience may be essential for survival in the future.
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In summary, the cancellation of the Victoria’s Secret Fashion Show reflects the brand’s need for change in an increasingly diverse market. They must adapt their messaging and representation if they hope to regain consumer trust and relevance.