Victoria’s Secret is a popular American lingerie and clothing retailer that was founded in 1977. Since its founding, Victoria’s Secret has become known for its glamorous and sexy lingerie designs, as well as its annual fashion show that features models wearing extravagant lingerie and wings. However, the brand has faced criticism in recent years for its lack of inclusivity and diversity in its models and marketing campaigns. This blog post will explore the evolution of Victoria’s Secret’s marketing strategy, from its early days to the present day.
Early Days of Victoria’s Secret
When Victoria’s Secret was first founded in 1977, the company primarily sold lingerie and hosiery through a mail-order catalog. The brand’s marketing was fairly modest, with simple black-and-white photos of models wearing the products. However, in the late 1980s and early 1990s, Victoria’s Secret began to expand its marketing efforts.
One of the key changes in the brand’s marketing strategy was the introduction of the “Angel” concept. In 1997, Victoria’s Secret began using models known as “Angels” to represent the brand. These models were featured in advertising campaigns, runway shows, and other promotional materials, and were seen as the embodiment of the Victoria’s Secret brand. The “Angel” concept helped to create a more aspirational image for Victoria’s Secret, and was a key factor in the brand’s success in the late 1990s and early 2000s.
The Rise of Victoria’s Secret
In the late 1990s and early 2000s, Victoria’s Secret experienced a period of rapid growth and success. The brand expanded its product line to include swimwear, fragrance, and other beauty products, and opened hundreds of retail stores across the United States. One of the key factors in the brand’s success during this time was the Victoria’s Secret Fashion Show.
The Victoria’s Secret Fashion Show debuted in 1995 and quickly became a cultural phenomenon. The show featured models wearing elaborate lingerie and wings, and included performances by popular musicians. The show was broadcast on television and became one of the most-watched fashion events in the world.
In addition to the fashion show, Victoria’s Secret also became known for its provocative advertising campaigns. In 2014, the brand launched the “Perfect Body” campaign, which featured models with very thin and toned bodies. The campaign was criticized for promoting an unrealistic and unhealthy body image.
Criticism and Controversy
In recent years, Victoria’s Secret has faced criticism and controversy over its marketing and messaging. The brand has been criticized for its lack of inclusivity and diversity in its models, with many people noting that the majority of the models are white and thin. The brand has also been criticized for its overly sexualized marketing campaigns, which have been seen as objectifying to women.
In addition to these criticisms, the Victoria’s Secret Fashion Show has faced controversy in recent years. In 2017, several models were denied visas to enter China, where the show was being held, leading to accusations of racism. In 2018, the show was criticized for not including any plus-size models.
A New Direction
In response to these criticisms, Victoria’s Secret has made some changes to its marketing strategy in recent years. In 2019, the brand announced that it would be canceling its annual fashion show, citing a desire to evolve its marketing strategy. The decision to cancel the show was seen as a significant change for the brand, as the show had been a key part of its marketing for over 20 years.
In addition to canceling the fashion show, Victoria’s Secret has also made other changes to its marketing strategy. The brand has hired a new CEO, John Mehas, who has a background in luxury fashion and a focus on inclusivity and diversity. Mehas has stated that he wants to make Victoria’s Secret a more inclusive brand that appeals to a wider range of customers.
One of the first steps that Mehas took was to hire a diverse group of models for the brand’s Spring 2020 campaign. The campaign featured models of different races, body types, and ages, and was seen as a step towards more inclusivity and diversity.
Victoria’s Secret has also embraced the body positivity movement, with the launch of the “Love Myself” campaign in 2020. The campaign featured models of different sizes and shapes, and encouraged women to feel confident and proud of their bodies.
Victoria’s Secret Today
Victoria’s Secret has been a popular lingerie brand for decades, but in recent years it has faced increased competition from other brands that prioritize inclusivity and diversity. Today, the brand is making changes to its marketing strategy in order to appeal to a wider range of customers.
One of the biggest changes that Victoria’s Secret has made in recent years is its approach to body positivity. The brand has launched several campaigns that feature models of different sizes and shapes, and encourages women to feel confident and proud of their bodies. This is a stark departure from the brand’s early advertising campaigns, which featured thin, conventionally attractive models.
Victoria’s Secret has also embraced the diversity and inclusivity movement, with the launch of its Spring 2020 campaign that featured models of different races, body types, and ages. This was seen as a step towards more inclusivity and diversity, and was well-received by many customers.
In addition to these changes, Victoria’s Secret has also launched a new loyalty program called “Pink Nation.” This program is aimed at younger customers and offers exclusive discounts and perks. The brand has also partnered with popular influencers and celebrities, such as Priyanka Chopra and Megan Rapinoe, to promote its products.
Despite these changes, Victoria’s Secret still has a long way to go in terms of inclusivity and diversity. Many people believe that the brand needs to do more to include models of different races, body types, and abilities in its advertising campaigns. Some customers have also criticized the brand for its lack of transparency about its supply chain and labor practices, as well as its efforts to reduce its environmental impact.
To address these concerns, Victoria’s Secret has pledged to make changes to its supply chain and labor practices. The brand has committed to sourcing more sustainable materials and reducing its carbon footprint. It has also pledged to improve the working conditions of its factory workers and ensure that they are paid fair wages.
Overall, Victoria’s Secret is a brand that is evolving to keep up with the changing attitudes and preferences of consumers. While it still has work to do in terms of inclusivity, diversity, and transparency, it is clear that the brand is making efforts to improve. As more and more consumers demand sustainable and ethical practices from their favorite brands, it will be interesting to see how Victoria’s Secret continues to evolve in the years to come.
Conclusion
The evolution of Victoria’s Secret’s marketing strategy is a reflection of the changing attitudes and preferences of consumers. As society becomes more diverse and inclusive, brands like Victoria’s Secret need to adapt in order to remain relevant. While the brand has made some strides towards inclusivity and diversity in recent years, it still has a long way to go in order to truly be a brand that represents all women.