Victoria's Secret returns
On May 15, the Victoria's Secret brand announced its comeback via Instagram account.
Along with the image, the underwear brand shared more information about how, they have read everyone's comments and listened to everyone's comments. This comeback will show a new look of Victoria's Secret with more positive changes.
Of course, what makes a brand for Victoria's Secret shows will be indispensable: a grand catwalk, sexy designs with angel wings and a vibrant melody of music.
The brand representative said: Victoria's Secret Fashion Show 2024 will bring what our customers demand: charm, runway, fashion, joy, wings, entertainment.
All is expressed through the lens of fashion with positive changes".
Victoria's Secret improves revenue
In 2019, Victoria's Secret announced the cancellation of the annual show. This brand has continuously faced criticism for honoring thin women.
The world-famous lingerie brand regime Victoria's Secret has paid a heavy price for a wrong move in its promotional campaign.
Victoria's Secret sent a message of respect to "size 0 models" (used to refer to the ratio of hungry models with measurements of 76-56-81cm).
This trend has caused models to rush to fast. In the end, they are just a mobile bone.
The ideology and standard measure of brand beauty were widely rejected.
Many people fast to have a thin and healthy body, leading to serious health consequences. Meanwhile, women with chubby bodies reacted strongly to the brand's statement.
There are no specific standards to evaluate women's physical beauty. They are most beautiful when they feel confident that it is a common statement that women around the world want to promote.
Therefore, Victoria's Secret's lingerie products cannot be sold and are turned away by many people, leading to the collapse of a "re domination".
With the information returning this fall, many people are looking forward to the brand's "revioration". Of course, this welcoming from fans will be looking forward to seeing models of all sizes, transgender models walking on the catwalk. This was a group of customers that Victoria's Secret had previously taken hurtful actions to.
With promises of positive change, Victoria's Secret is increasing pressure on the brand itself this fall.
This change is considered a step to help the brand improve revenue after 5 years of decline.
According to CNN, in recent years, Victoria's Secret has focused on a group of close customers. However, sales of underwear and underwear decreased due to the decrease in the number of customers visiting the store.
In 2023, the brand is estimated to have revenue of 6.2 billion USD, down about 5% compared to the previous year and much lower than the 7.5 billion USD in 2020.
The decline in revenue is the motivation for Victoria's Secret to return to a grand show.
Previously, in March 2023, CFO Timothy Johnson revealed that the brand will reorganize an annual event.
We will continue to focus on marketing spending to invest in business operations, Johnson said. We will create new versions for the show held later this year".
In July 2023, the brand announced that the Victoria's Secret Fashion Show will return as a documentary. The Victoria's Secret World Tour will start broadcasting live on Prime Video in September 2023.
In parallel with the documentary, Victoria's Secret has held fashion events across Bogota, Lagos, London and Toyko with the goal of "protecting women".
