Victoria’s Secret CEO vows return to ‘sexiness’ after woke campaign leads to sales decline.
Victoria’s Secret Returns to “Sexiness” After Sales Plummet
The president of Victoria’s Secret and Pink brands, Greg Unis, has announced a shift back to “sexiness” following a failed attempt to prioritize woke initiatives. Unis revealed during a recent meeting in New York that the company plans to focus on increasing its lingerie, swimwear, and activewear lines, as reported by Fox Business.
“Sexiness can be inclusive,” Unis stated. “Sexiness can celebrate the diverse experiences of our customers, and that’s what we’re focused on.”
In addition to this new direction, Victoria’s Secret will expand its sleepwear and lingerie offerings, including slip dresses and corset tops, as noted by CNN.
Chief executive Martin Waters acknowledged that despite their efforts, the woke initiatives did not yield positive results. The company hopes that this strategic shift will help improve earnings and bring them closer to the $7.5 billion in annual sales they achieved in 2020, according to CNN.
While the push for LGBTQ inclusivity received praise from critics, it did not translate into better sales for the brand. Victoria’s Secret is projecting a revenue of $6.2 billion for this fiscal year, a 5% decrease from the previous year and a 15% decrease from 2020.
Over the past two years, Victoria’s Secret has moved away from its glamorous Victoria’s Secret Fashion Show and sexualized ad campaigns featuring VS Angel models like Gisele Bundchen, Heidi Klum, and Adriana Lima. Instead, the company opted for a more “inclusive” lingerie campaign, featuring figures such as liberal activist soccer star Megan Rapinoe, trans-identifying male model Valentina Sampaio, and plus-size models.
In 2021, Rapinoe called out the company, stating that its previous messaging was “patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.” She emphasized that it was primarily marketed towards younger women, as reported by The New York Times.
Other changes announced during the meeting include store updates and the opening of 400 new locations outside of the United States and Canada. Additionally, the brand revealed its decision to bring back renowned VS Angels like Candace Swanepoel and Naomi Campbell for future campaigns, as reported by The Washington Examiner.
What steps can Victoria’s Secret take to ensure their emphasis on “sexiness” is accompanied by an authentic commitment to inclusivity and body positivity, rather than just a marketing ploy
“We believe in celebrating and empowering all women, no matter their size or shape. Our goal is to offer a wide range of options that make every woman feel confident and beautiful.”
This announcement comes after Victoria’s Secret’s sales experienced a significant decline in recent years. Once considered a retail giant, the company struggled to adapt to changing societal expectations and faced increased competition from more inclusive and body-positive brands. In an effort to stay relevant, Victoria’s Secret attempted to shift towards promoting inclusivity and diversity, but this move didn’t resonate with consumers and ultimately failed to revive their plummeting sales.
The decision to return to their roots and prioritize “sexiness” may seem controversial in today’s era of increasing body positivity and representation. However, it is crucial to understand the historical context of Victoria’s Secret’s success. The brand initially gained prominence through their runway show, which epitomized the vision of glamorous and confident women showcasing provocative lingerie. Victoria’s Secret became synonymous with the concept of “sexy” and created an aspirational image that many women desired.
While societal ideals have evolved and diversified over time, it is important to acknowledge that sexuality remains an integral aspect of human nature. Ignoring or suppressing this fundamental part of our identities is not the solution. Instead, companies should strive to embrace the concept of “sexiness” in a way that is inclusive and caters to a wider audience.
Unis’ statement about making “sexiness inclusive” demonstrates a potentially promising shift in Victoria’s Secret’s approach. By expanding their lingerie range to accommodate a diverse range of body types and sizes, they can strive to be more representative of the varying ideals of beauty that exist in today’s society. Additionally, focusing on swimwear and activewear lines can help Victoria’s Secret dabble in new territories and diversify their customer base.
Reviving Victoria’s Secret’s brand image will likely involve more than just a return to its previous aesthetic. Companies must prioritize listening to and understanding the desires and demands of their customer base. The emphasis on “sexiness” should be accompanied by an authentic commitment to inclusivity and body positivity, not just as a marketing strategy but as a genuine belief that every individual deserves to feel beautiful and confident in their own skin.
It remains to be seen whether this shift back to “sexiness” will truly be successful in revitalizing Victoria’s Secret’s sales. However, it is a step towards reconnecting with their core values and understanding the desires of their target audience. The brand has an opportunity to reinvent itself by embracing inclusivity, celebrating diversity, and making every customer feel valued, regardless of their size or shape.
In conclusion, Victoria’s Secret’s decision to return to “sexiness” after experiencing a decline in sales is a calculated move to revive their brand. By reevaluating their approach and striving to be more inclusive, they have the potential to win back their customer base and regain their former glory. How they navigate this new chapter will ultimately determine their success in an industry that is continually evolving.
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