In a significant turn of events, the iconic Victoria’s Secret fashion show will not take place this year, marking a notable shift in the brand’s holiday tradition. The decision comes as the company has faced increasing scrutiny and criticism over its messaging and representation. According to CFO Mark Davidson, “It’s crucial for us to adapt the narrative surrounding Victoria’s Secret, and that process is underway in various respects.” He emphasized that while the brand will continue to engage with customers, it won’t be through an event of the fashion show’s scale, instead opting for a range of communication methods, including social media.
Challenges of Diversity and Inclusivity
Historically, Victoria’s Secret has struggled with issues of diversity and inclusivity, which may have detrimental effects on its brand image in today’s market. Additionally, the company’s relationship with controversial figures has further complicated its public perception. Last year, the head of marketing, Jamie Turner, sparked backlash for his comments regarding representation in the fashion show, suggesting that the brand’s focus was not on inclusivity but rather on a specific fantasy. “Our show is a fantasy,” he stated, dismissing calls for a broader representation of models, including those of different sizes and identities.
The Shift in Audience Engagement
With the 2018 show achieving its lowest ratings ever—drawing just 3.3 million viewers—it’s clear that the traditional format is losing its appeal. As the company seeks to explore new marketing strategies, it will be essential for them to consider genuine inclusivity if they hope to remain relevant in the coming years.
Related Resources
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Conclusion
In summary, the cancellation of the Victoria’s Secret Fashion Show reflects ongoing challenges within the brand regarding representation and the shifting landscape of consumer expectations. As the company pivots its approach, the need for inclusivity and engagement with a wider audience has never been more crucial.
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