She's failing.
Ever since Victoria’s Secret’s President and Chief Marketing Officer, Ed Razek, explained that they do not hire transgender models because they “don’t fit the fantasy” Victoria’s Secret’s popularity has plummeted. This year, they cancelled their Fashion Show, which was once a momentous night for viewers everywhere, due to lack of funds and viewers. This broke the internet, with every type of reaction ranging from excitement to pure distress.
Razek's lack of social awareness is upsetting but not surprising, though I really expected more preparation on behalf of the public relations team. Since the comment, Razek has stepped down, but the brand has still suffered.
Valentina Sampaio, a transgender model, has recently been hired since the Razeks controversy, however its undeniable that the brand itself seems to be becoming outdated. Obviously, there is still a huge demographic for the brand, but their lack of diversity in sizes and hyper-sexualization is something that is becoming more niche. There is also huge growth in online brands that appeal to the same demographic with larger sizing and cheaper options.
For starters, their bra’s range from 32AA-32DD, and they rarely stock DD’s in store. Their bras also run small; everyone is sizing up at least one cup. I’m not sure if that is intentional, to make women feel bustier and “sexier” or to appeal to younger women, but it pushes more women out of their customer base. A lingerie brand should be appealing to all women, and there is no way that the research team at Victoria’s Secret has proof that the average breast size is a 32B.
Worldwide, the body-positivity movement is making strides, and Victoria’s Secret has made a difference. Looking at their Instagram, they are starting to show models with more variety in their body types. However, on their website, in their ads and in-store, they only advertise the classic “angel” body type. I think it is unfair when people claim models are not “real” women - because they are. I don’t think it is fair to completely exile tall, skinny women from lingerie stores, because they do wear underwear too. But the reason for models is to see how the clothes look on, and to only incorporate various body shapes on their Instagram account makes their attempt at diversity look like a shallow money-grab. Victoria's Secret needs to show their commitment to the body positivity movement and change their entire brand, not just Instagram.
I can’t say I’m happy about their downfall, I’m honestly shocked. I know their “fantasy” ideal was niche and seen as misogynistic from the start, but I cannot believe that in 2019, a corporation as big as Victoria’s Secret can’t hire a competent PR team. I just hope other brands can look to this downfall and learn from it. I don’t necessarily think VS is going bankrupt, but I think they are in for a hell of a new year of revamping. Oh well, Im rooting for you Vic!
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