Victoria’s Secret reverts to basics as DEI marketing hurts sales.

Lingerie Retailer Victoria’s Secret‌ Reverses Course on Inclusive Marketing

The‍ iconic lingerie brand Victoria’s Secret ‍has decided to abandon its ‍efforts to be more inclusive in its⁢ marketing strategy, opting​ to return to its original reputation in light of ‍declining sales.

Victoria’s Secret, renowned for its use of stunning models, had made attempts in recent years to diversify its lineup by featuring plus-size and transgender representatives.‍ However, these efforts have not translated into increased sales, as the projected revenue⁣ for this year stands at $6.2‍ billion, a significant drop of‍ nearly 20% compared⁤ to the ​$7.5 billion‌ achieved in 2020.

“Despite⁤ everyone’s ‍best endeavors, ⁤it’s ⁣not been enough to carry the‍ day,”

said Victoria’s Secret CEO Martin Waters.

As​ part⁢ of its rebranding ​initiative,⁣ Victoria’s Secret had enlisted ⁢the services of athlete and activist Megan Rapinoe, who advocates for ‌transgender women’s participation in women’s sports,⁣ and Valentina Sampaio, the ⁤brand’s first transgender model.‍ However, Sampaio’s hiring led to​ the resignation of Ed Razek, the former chief​ marketing officer of Victoria’s Secret.

The retailer’s current objective is‌ to surpass the⁢ $7 billion mark in annual sales once again. To achieve this, ‌Victoria’s Secret plans to⁤ revamp its existing⁣ stores ​and open 400 new locations worldwide, outside of ⁣the United States and‌ Canada. Additionally, the brand ⁢will invest in expanding its range​ of active and swimwear⁢ products.

Victoria’s Secret’s decision to abandon its diversity campaign coincided with the return of several former models ‍in August, including Gisele Bundchen, Naomi Campbell, Adriana Lima, and Candice⁣ Swanepoel. Furthermore, the brand announced the revival of ⁣its annual fashion show, which had been ‍canceled in ‍2019 due ⁣to‌ criticism⁢ regarding its‌ lack of diversity. ​The show ⁢made a comeback in the form of⁢ The ⁢Tour ⁣’23, ⁤a⁢ documentary that premiered ⁢on September‌ 26th on ‍Amazon Prime ⁤Video.

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‌ What factors contributed to‍ the demand for Victoria’s Secret to become more inclusive and represent ​a wider range of body types?

Ng instead to return to⁤ its traditional image and branding. This decision marks a significant ​reversal from the company’s previous attempts to‍ cater to a more diverse⁢ customer base ‌and to keep up with changing ​societal norms.

Victoria’s Secret has long‍ been synonymous‌ with glamorous images of slender supermodels parading ‍down the runway in skimpy lingerie. Despite facing criticism for promoting unrealistic beauty standards and failing to embrace body diversity, the brand maintained ⁢its elitist image throughout ⁣the years. However, as societal‌ ideals of beauty began to evolve, Victoria’s Secret faced mounting pressure ​to become more inclusive and represent a wider range of body types.

In response to this growing demand for inclusivity,‍ Victoria’s Secret announced in ​2019 that it was ⁤reimagining its marketing strategy. ‌The company pledged to redefine its brand and hired a‍ new team of executives to lead this transformation. Among⁢ them was a ‍chief marketing officer who aimed to create ‍a more inclusive and ⁢empowering⁣ image for the brand, with⁤ the ​goal of​ appealing to a broader range of ⁢consumers.

As an initial step towards change, Victoria’s ‌Secret introduced the “The VS‍ Collective.” This initiative aimed to collaborate with a ⁢diverse group of influential women, including activists, athletes, and entrepreneurs, with the intention of ⁤redefining traditional ideas of beauty and femininity. The company also featured in its advertising campaign transgender ‍model Valentina Sampaio, celebrating gender diversity.

Despite these efforts, Victoria’s Secret recently announced that it will be abandoning its inclusive marketing direction. The chief ​executive of L Brands, Victoria’s⁤ Secret’s parent ‍company,‍ stated that the⁢ brand’s customer base​ had ⁤not responded positively ⁤to the changes. Consequently, the company will be moving away from the “VS Collective” and focusing⁣ once again‌ on ‌its traditional approach, utilizing supermodels ‌as its primary brand ambassadors.

This ⁢decision has sparked a wave of disappointment and criticism from customers, advocates for body ‌diversity,⁢ and those​ who had praised Victoria’s Secret for initially attempting​ to be more inclusive. Many argue that the company’s⁤ choice to backtrack on its commitment to inclusivity⁤ is not only a missed opportunity ⁣in embracing societal progress but also a failure to understand the evolving values of its target audience.

In recent years, the fashion ⁢industry has witnessed a remarkable shift towards inclusivity​ and body positivity. Consumers are‌ increasingly demanding representation and ⁢an end to narrow beauty standards. Victoria’s Secret’s decision to reverse its inclusive marketing strategy seems to be out of touch with these emerging trends. Instead⁣ of embracing change and leading‍ the industry towards a more inclusive future, the ‌brand appears to be perpetuating ⁢outdated notions of beauty and excluding a significant portion of its potential customers.

Although it is disappointing to witness ‍Victoria’s ‌Secret reverting⁢ to its traditional marketing approach, it is essential to remember that the drive for inclusivity does not​ rest solely on one brand. Various other lingerie retailers in the market, both‌ established and⁢ emerging, have focused on creating a​ more diverse and ⁤inclusive ‌shopping experience. These brands recognize ⁤the importance of catering to a broader range of body types⁢ and promoting self-acceptance ​and empowerment.

While Victoria’s Secret may have chosen not to be at the forefront of the inclusive movement, it is crucial for consumers ​to use their purchasing power to support​ brands that align‌ with their values. By favoring ⁣companies that embrace diversity and inclusivity, consumers can send a powerful message to the fashion industry, encouraging it⁤ to fully embrace the changing societal landscape.

In conclusion, Victoria’s‍ Secret’s‌ decision to reverse its inclusive marketing strategy is a step backward for the brand and the industry as ⁣a whole. As society progresses towards greater inclusivity, it is‍ imperative for companies⁣ to keep pace with evolving values and meet the demands of their customers. While other lingerie​ brands continue to prioritize inclusivity, it remains to be seen whether Victoria’s ​Secret ‌will‌ reconsider its⁤ stance and recognize the importance of embracing diversity in the future.

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