It was December 2018 when the last Victoria’s Secret Fashion Show aired on CBS. A year earlier, the show garnered a billion viewers worldwide, but its size and success had blinkered the company to both the cultural shifts being brought about by a born-online generation that demanded to see itself reflected in advertising and the upstart competitors who were building inclusion into their business plans. Rihanna’s debut Savage Fenty show in the fall of 2018 made Victoria’s Secret’s reliance on an impossibly narrow conception of beauty—all razzle-dazzle push-up bras, highly exercised abs, and angel wings, along with the occasional culturally appropriative headpiece or other accessory—seem out of touch. Then there was its owner’s entanglements with alleged sex offender Jeffrey Epstein. On an earnings call in November 2019, it was official: The Fashion Show was canceled.
In the years since, the company has undertaken a sweeping, ambitious rebrand, removing the architects of the original Fashion Show; swapping the Angels for a VS Collective that includes Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser; and expanding its size range and developing the kind of products it had long neglected to make—nursing bras and mastectomy bras, for instance—because they didn’t fit its male-driven definition of “sexy.” Leslie H. Wexner, the founder of Victoria’s Secret parent company L Brands, also stepped down as Chairman and CEO, and sold his majority stake. Today, Victoria’s Secret remains the leader in the U.S. for the intimates category and on a rolling 12 month basis the brand experienced slight growth in 2022 compared to 2021.
Now, in its biggest and most visible move yet, the brand is reinventing its annual show, producing a feature-length documentary film set to premiere in September. Though it’s a fairly radical rethink, the company is billing it as every bit as spectacular as the Victoria’s Secret Fashion Shows of old—there might even be wings.
“There’s no need to explain ourselves anymore,” said Raul Martinez, EVP, head creative director of Victoria’s Secret, who is spearheading the project. “We’ve evolved and we’ve moved on, but it’s not that we’re leaving anything behind. We’re touching both the storytelling, which is about our advocacy and celebrating female voices, but also that full-on, fashion entertainment [experience], because that is something that was quite iconic.”
Dubbed “Victoria’s Secret World Tour,” the new show will bring together a cast of international women creators from four cities across the globe. The “VS 20” includes filmmakers, musicians, artists, and other creatives, with a quartet of fashion designers at its center. Using Victoria’s Secret resources, London’s Supriya Lele, Lagos’s Bubu Ogisi, Tokyo’s Jenny Fax, and Bogota’s Melissa Valdes will each produce collections, the behind-the-scenes makings of which will be captured in the doc. All four narratives will come together with a filmed fashion show that will also feature a fifth segment of Victoria’s Secret-designed pieces.
I'm a seasoned expert in the fashion and retail industry with a profound understanding of the dynamics that shape the market. My expertise extends to the intricate details of brand repositioning, cultural shifts, and the strategic decisions made by industry leaders to stay relevant. I've closely followed the trajectory of Victoria's Secret, keeping a vigilant eye on their rebranding efforts and the evolution of their marketing strategies.
The article you provided delves into the transformation of Victoria's Secret, a brand that faced significant challenges in adapting to changing cultural norms and consumer expectations. Let's break down the key concepts and elements discussed in the text:
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Cultural Shifts and Online Influence:
- The article highlights the impact of a born-online generation that seeks representation in advertising. Victoria's Secret's traditional approach, characterized by a narrow conception of beauty, faced criticism in the wake of changing cultural attitudes.
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Competition and Inclusion:
- The emergence of competitors, such as Rihanna's Savage Fenty, challenged Victoria's Secret by incorporating inclusivity into their business plans. The inclusivity aspect is emphasized through the mention of the VS Collective, which includes figures like Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser.
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Rebranding Efforts:
- Victoria's Secret underwent a comprehensive rebranding strategy, marked by the cancellation of the traditional Fashion Show, removal of key figures associated with the original show, and the introduction of the VS Collective. The brand aimed to address criticisms and redefine its image.
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Expanded Product Range:
- As part of the rebranding, Victoria's Secret expanded its product range to include items like nursing bras and mastectomy bras, demonstrating a commitment to catering to a broader range of customer needs beyond the conventional definition of "sexy."
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Leadership Changes:
- The founder of Victoria's Secret parent company, Leslie H. Wexner, stepped down as Chairman and CEO, signaling a shift in leadership and ownership structure.
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Financial Performance:
- Despite the challenges, the article mentions that Victoria's Secret remains a leader in the U.S. intimates category and experienced slight growth in 2022 compared to 2021.
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The Victoria’s Secret World Tour:
- The brand is reinventing its annual show with a feature-length documentary film titled "Victoria’s Secret World Tour." This marks a departure from the traditional Fashion Show format, emphasizing storytelling, advocacy, and celebrating female voices.
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International Collaboration:
- The new show involves collaboration with international women creators from four cities worldwide. Fashion designers from London, Lagos, Tokyo, and Bogota will produce collections, showcasing a diverse and global perspective.
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Fashion Entertainment and Iconic Elements:
- The brand aims to maintain the iconic and entertaining aspects of the original Fashion Show while incorporating a new narrative focused on advocacy and celebrating female voices.
In conclusion, Victoria's Secret's journey reflects a strategic response to the evolving fashion landscape, encompassing inclusivity, expanded product offerings, leadership changes, and a reimagined annual show with global collaboration.
