Introducing the lingerie chain’s daring new course for 2021: a ‘woke’ approach to branding and advertising. As their brand spokesperson, soccer sensation Megan Rapinoe will enchant you.
Discover the unexpected when sales plummet. Be ready as the corporation announces a daring return to its roots.
According to The Washington Examiner:
As DEI marketing fails to increase sales, Victoria’s Secret goes back to its fundamental principles.
In the face of dwindling revenues, Victoria’s Secret gives up its campaign for diversity and returns to its old ways.
Sales have not increased as a result of the brand’s recent efforts to broaden its model roster by adding plus-size and transgender representatives. The outlet is expected to make $6.2 billion this year, down from $7.5 billion last year by about 20%.
“Despite everyone’s best endeavors, it’s not been enough to carry the day,” Martin Waters, CEO of Victoria’s Secret, stated.
Bringing in strong women like Megan Rapinoe and Valentina Sampaio to revamp their brand was a risky decision. Sampaio made history as the outlet’s first transgender model, while Rapinoe, a vocal athlete and activist, battled for transgender women’s rights in sports. Ed Razek, the former chief marketing officer of Victoria’s Secret, resigned as a result of Sampaio’s employment, thus this revolutionary move came at a price.
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Everyone could see that this strategy was bound to failure.
Is Victoria’s Secret on the verge of replacing Bud Light as the leading lingerie brand? Is there any chance of a change for the better, or is it already past due?
