They were once considered the premier retailer of women’s lingerie.
And they were famous for their “angels” and fashion shows.
But now Victoria’s Secret is headed to the changing room after going woke caused this major problem.
You can add another major brand to the “go woke and go broke” marketing campaign.
An extreme rebranding kills the angels
In 2021, Victoria’s Secret began what many called the most extreme rebranding in corporate history.
The famous Victoria’s Secret Angels were replaced by a new, woke group of models.
In their place were seven women, not known for their physical proportions but instead for their radical leftist politics.
They included Megan Rapinoe, the 35-year-old lesbian, pink-haired soccer player and gender equity campaigner; the 29-year-old biracial model and inclusivity advocate Paloma Elsesser, who became famous as a rare size 14 woman on the cover of Vogue; and Priyanka Chopra Jonas, a 38-year-old Indian actor and tech investor.
The seven women, who formed a group called the VS Collective, were tasked with advising the brand, appearing in ads, and promoting Victoria’s Secret on social media.
They joined a company that also had an entirely new executive team and board of directors, in which all but one seat was occupied by women.
All of this was part of an effort to redefine the version of “sexy” that Victoria’s Secret represents (and sells) to the masses.
For decades, Victoria’s Secret’s scantily clad supermodels epitomized feminine sexiness and beauty.
But in 2021, with that kind of imagery supposedly out of step with the new woke culture, the company wanted to become, its chief executive said at the time, a leading global “advocate” for female empowerment.
But would anyone buy it?
The big question for Victoria’s Secret was: will women buy it?
More than $5 billion in annual sales and 32,000 jobs in a global retail network of some 1,400 stores would be riding on the answer.
Now the answer is in, and it is a resounding “no!”
A recent Fox Business headline said it all:
“Victoria’s Secret ditches prioritizing wokeness over ‘sexiness’ after sales drop”
The article went on to state that Victoria’s Secret executives have now admitted the company’s diversity initiatives have “not been enough to carry the day” financially.
So the famous lingerie chain is headed back to the dressing room and ditching its woke, LGBT, and feminist makeover that has caused the company severe financial woes.
Since the iconic brand decided to move away from its “hyper-sexualized” image (as BusinessOfFashion.com described it) Victoria’s Secret has seen a significant revenue drop that threatens the company’s future.
Now the company is looking to revamp itself once again and bring back “sexiness,” the outlet stated in a piece that was published by CNN.
Cathaleen Chen said the brand’s efforts to promote so-called “inclusivity,” including promoting LGBT pro women’s soccer player and outspoken leftist Megan Rapinoe, as well as a transgender woman, and getting rid of its famous “Angels” supermodels gained “favorable reviews from online critics [but] never translated into sales.”
And according to the numbers, the lingerie brand’s projected revenue for 2023 is $6.2 billion, 5% lower than last year and even lower than 2020, when the brand’s revenue was $7.5 billion.
The drop in Victoria’s Secret’s sales followed not just the company’s woke moves with its models and making its board of directors mostly female.
In 2021, right after the changes, Rapinoe claimed Victoria’s Secret had sent out a “really harmful” message that 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.”
But it turns out Rapinoe and the other woke leftists don’t know much about marketing or the real world.
Not only is Victoria’s Secret scrapping its woke, diversity marketing, but also their CEO.
24/7 Politics will keep you up-to-date on any developments to this ongoing story.