The famous annual fashion show of lingerie brand Victoria's Secret is canceled this year.
The famous annual fashion show of lingerie brand Victoria's Secret is canceled this year. The once-so-popular show has received much criticism in recent years and the company is struggling with disappointing sales. "It is time for a new marketing strategy."
Stuart Burgdoerfer, the company's financial director, announced the news at the quarterly results presentation, reports US news channel CNN. The Australian top model Shanina Shaik said four months ago that the event would not take place in 2019, but so far the company did not want to confirm this till today.
Angels and acts
The Victoria's Secret fashion show has been around for 23 years. It is a mega-event with extravagant costumes, famous guests and performances by artists such as Lady Gaga, Justin Bieber and Katy Perry. The top models on the catwalk are called 'Angels'. In addition to striking lingerie, they also wear giant angel wings.
such as Heidi Klum, Miranda Kerr and Gisele Bündchen were shown in the shows. Dutch models Doutzen Kroes, Romee Strijd and Sanne Vloet were also allowed to call themselves Victoria's Secret Angel. Falling ratings Since 2001, the show has also been broadcast on TV.
From the outset, the TV broadcast received much criticism from American viewers who found the scantily clad models 'offensive'. At the same time, the show was extremely popular: the first broadcast attracted 12 million viewers.
Figures like that are a thing of the past: in 2018, only 3 million people watched the costly marketing event. In addition, the show has received increasingly harsh criticism in recent years: the event is said to be sexist (The Guardian) and anti-feminist (Cosmopolitan). Jeffrey Epstein Victoria's Secret also got negative in the news when it turned out that owner Leslie Wexner was a good friend of Jeffrey Epstein. He committed suicide in prison after being arrested on suspicion of abuse of young girls. Wexner is said to have brought him into contact with girls who dreamed of a career as Victoria's Secret Angel. In 2008, Epstein was convicted for paying a 14-year-old girl for sex.
The controversy has an impact on the operating result of Victoria's Secret, where things were not going well. Yesterday it turned out that Victoria's Secret suffered a loss of $ 252 million in the third quarter.
Loss of $ 42.8 million
That is considerably more than in the same period last year: then the lingerie brand reported a loss of 42.8 million dollars. Sales fell by 7 percent in the third quarter of 2019. The American company is bothered by competitors such as Target, Kohl's, American Eagle and small lingerie brands.
"New type of event" So it's time for a new marketing strategy, says financial director Burgdoerfer. "The fashion show was a fantastic marketing performance and has made an important contribution to the brand," he says.
Whether this definitely means the end of the show, he cannot say yet. "It's time to renew our brand and find a way to communicate that to our customers." Wexner previously wrote in a letter to his employees that a TV show no longer fits the brand. According to the owner of Victoria's Secret, it's "time for a new kind of event."
Rihanna Killed Victoria’s Secrets’ Fashion Show Business
I want people to wear Savage x Fenty and think, I’m a bad bitch
Victoria’s Secrets’ antiquated lingerie show of yesterday has finally decided to close up shop, and Rihanna’s successful Savage x Fenty brand surely helped deal the final blow.
We called it: Victoria’s Secret is dead and Rihanna killed it. At least, the infamous runway show is. According to Fortune magazine, VS chief financial officer Stuart Burgdoerfer said on an earnings call that the 2019 Victoria’s Secret Fashion Show will not be taking place this year at all.
Last May, the retailer told employees that its annual fashion show will no longer be televised. “Fashion is a business of change,” Wexner wrote in a memo to employees in May. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show. Going forward we don’t believe network television is the right fit.” Wexner’s note made it sound like there was still hope for the show, beyond network television. But now, Burgdoerfer has asserted the company’s decision to end the show completely, in an effort to“evolve the messaging of [the company]”. Apparently, the company has decided to scale back on its more “extravagant marketing methods.”
Coincidentally, this announcement comes on the same day Savage x Fenty debuted its first brand ambassador, singer Normani. The “Motivation” singer performed during Rihanna’s second annual Savage x Fenty runway show (which is available exclusively on Amazon Prime Video in more than 200 countries and territories). The lingerie spectacle featured choreography, musical performances from Halsey, Migos, DJ Khaled, Fat Joe, Big Sean, A$AP Ferg, Tierra Whack, and Fabolous, with appearances from beloved supermodels. If you think this sounds like the Victoria's Secret Fashion Show, except cooler, more inclusive, and through a woman's gaze, you'd be correct.
“Women should be wearing lingerie for their damn selves,” Rihanna told Vogue in her May 2018 cover story. “I can only hope to encourage confidence and strength by showing lingerie in another light. I want people to wear Savage x Fenty and think, I’m a bad bitch. I want women to own their beauty.” And will they ever — especially with Normani providing all the motivation all the way.
The Breakdown You Need to Know:
In September Savage x Fenty raised $50 million to continue funding its mission of inclusive lingerie through great products and fashion shows, CultureBanx noted both of which are currently missing from Victoria’s Secret. Ratings have continually dropped with the December 2018 show providing dismal ratings of just 3.3 million viewers. This was down from more than 5 million in 2017, and a far cry from its 2011 show that drew in 10.3 million viewers.