Victoria’s Secret annual fashion show has been axed for 2019 amid falling sales and the struggle to generate any interest in the catwalk spectacle.
As first reported by Fortune, in a Wednesday morning earnings call, parent company of Victoria’s Secret L Brand’s CFO Stuart Burgdoerfer said VS “will be communicating to customers, but nothing similar in magnitude to the fashion show.”
It’s reported Burgdoerfer said there wasn’t a “short-term sales response” following the last few shows. Furthermore, VS’ sales have continued to drop since late 2016.
The axing of the show doesn’t come as much of a surprise. Known for its stick-thin models parading in underwear that’s as far removed from what the average woman looks like or wears, VS has historically marketed to a very specific customer.
In an interview with Vogue last year, Victoria’s Secret then CMO Ed Razek said it would be staying that way.
“No one has any interest” in looking at plus-sized models, Razek told the magazine last November, adding they “still don’t”.
Then in March this year, L Brands’ shareholders wrote a letter to CEO Les Wexner, urging him to update the brand’s image and change out its mostly male board. Razek’s exclusive views were also singled out in the letter.
“In our view, Mr. Razek has done a poor job of stewarding Victoria’s Secret’s brand by failing to communicate a compelling, up-to-date image that resonates with today’s consumers,” Barington Group CEO James A. Mitarotonda wrote.
He added: “While we recognise that Victoria’s Secret cannot be all things to all people, we believe that the Company should be delivering a more inclusive marketing message that promotes a more expansive view of beauty.”
Razek quit his post in August and, all of a sudden, the brand has had a change of heart, recently unveiling its first “plus-size” model, the first to grace its stores in its 42-year history.
However, it appears the new brand direction has yet to translate into sales or helped the lingerie company compete against inclusive and diverse upstarts like Rihanna‘s Savage x Fenty line.
Time will tell whether the show will return in 2020.
Please login with linkedin to commentVictoria's Secret
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]