Victoria's Secret Comeback Falls Flat, Fans Are Disappointed

Victoria's Secret was founded in 1977 by Roy Raymond and started as a lingerie store designed to make men feel comfortable shopping for women's underwear. It grew rapidly after Leslie Wexner purchased it in 1982, transforming it into a brand synonymous with glamour, elegance, and sensuality.

The launch of the Victoria's Secret Fashion Show in 1995 brought worldwide attention, turning supermodels into iconic "Angels" and making the brand a cultural phenomenon. By the early 2000s, the company dominated the U.S. lingerie market, with hundreds of stores and a widely popular catalog.

However, in the late 2010s, the brand faced declining sales and criticism for promoting unrealistic beauty standards. Competition from more inclusive brands and changing consumer preferences challenged its dominance.

The company rebranded in 2021, moving away from its "Angels" image and focusing on inclusivity. The rebranding included the introduction of a diverse group of ambassadors, such as athletes and activists, signaling the brand's effort to modernize its approach and reconnect with its audience.

A few days ago, after a six-year absence, Victoria's Secret attempted a comeback with a reimagined fashion show featuring more diverse models. It was evident that the brand made a significant effort, but the fans' comments were not as expected.

In short, fans were not delighted. They criticized the effort and accused the brand of trying too hard to be "woke," while also lacking the excitement that once defined its shows.

The New York show on Tuesday featured stars like Gigi and Bella Hadid, Cher, Kate Moss, and her daughter Lila, along with plus-size models and trans star Alex Consani

Victoria's Secret attempted to embrace inclusivity, but the brand's fans were disappointed, albeit politely. They were left unimpressed by the brand's latest fashion show, and some even accused the production of using "fake cheers."

After a six-year hiatus, the once-captivating event, famous for showcasing supermodels in extravagant outfits, was replaced by what many described as a "boring" alternative.

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Fans felt that the effort to be "woke" overshadowed the excitement of the show

One user on X lamented, "Victoria’s Secret came back with the most boring show ever," while another commented, "The Victoria’s Secret show looks so modern and boring now; I’m disappointed."

A third critique read, "This is so woke. Victoria’s Secret hasn’t listened to our demands.

The show lacks tall models, everyone’s hair is flat, and the whole production is different." A fourth viewer went as far as to accuse the show of adding "fake crowd noise" in what they deemed a harsh verdict.

Cultural Shifts in Fashion Marketing

Fashion brands, including Victoria's Secret, face scrutiny as consumer preferences evolve toward inclusivity and authenticity. Arianna Huffington, a media executive, emphasizes that brands must resonate with modern values and create genuine connections with their audience.

Research indicates that consumers today favor brands that reflect diversity and empowerment, moving away from outdated ideals of beauty.

Victoria's Secret could benefit from engaging more with its audience through transparent marketing and collaboration with diverse influencers, as these strategies can improve brand perception and cultivate loyalty.

The event was streamed live on Amazon's Prime Video and was held at the Victoria's Secret flagship store in New York City, marking the return of Brazilian models Adriana Lima and Alessandra Ambrosio, along with Tyra Banks.

This comes three years after the brand’s controversial body-positive rebranding in 2021, when Victoria's Secret replaced its iconic Angels with 'ambassadors' like soccer star Megan Rapinoe. The company also dismissed its long-standing CEO following declining sales and an exposé accusing the brand of fostering misogyny, sexual harassment, and bullying.

Victoria's Secret's recent challenges highlight the importance of adapting to changing consumer sentiments. Experts suggest that brands should focus on emotional intelligence in marketing; this involves understanding and responding to the emotional landscape of their audience.

Dr. Amy Cuddy, a social psychologist, points out that creating a sense of belonging and authenticity is vital in today’s market. Brands can enhance emotional connections by telling relatable stories and showcasing real customers rather than just models, thus creating a more inclusive brand identity.

Solutions & Coping Strategies

The setbacks faced by Victoria's Secret serve as a crucial lesson in the necessity for brands to evolve with societal values. Emotional intelligence in marketing and a focus on authenticity can help brands re-establish connections with consumers.

According to experts in the field, implementing feedback loops with customers and adjusting strategies accordingly will be essential for future success. Brands that listen, adapt, and reflect their audience's values are more likely to foster loyalty and thrive in an increasingly competitive landscape.