Victoria’s Secret Fashion Show Is Officially Cancelled
After Savage x Fenty’s groundbreaking fashion show at this year’s New York Fashion Week, Victoria’s Secret finally has some competition.
Unfortunately, Allure has revealed that Victoria’s Secret won’t be having a fashion show this holiday season.
Amid financial woes and years of decreasing viewership, L Brands, the parent company of VS has decided to officially announce that there will be no models strutting around in glitz, glam and lingerie on the runway this year.
According to the chief financial officer of L Brands, Stuart Burgdoerfer, Victoria’s Secret is keen to develop their brand:
“We think it’s important to evolve the marketing of Victoria’s Secret.”
L Brands acknowledges that the communication, the offerings, the emotional content of Victoria Secret is significant to the brand’s growth. The fashion show that had helped them build their business was a remarkable marketing achievements, but now Victoria’s Secret has to find a different way to market themselves to a new audience bracket. Burgdoerfer mentioned:
“We’re figuring out how to advance the positioning of the brand and best communicate that to customers.”
Previously, Victoria’s Secret was forced to close 53 stores due to their plummeting sales record. Before that, the L Brands, the parent company, was thrown in hot water when it’s chief marketing officer Ed Razek accidentally admitted that Victoria’s Secret “would never include plus-sized women” in their fashion show.
We hope Victoria’s Secret can find success in the future as their marketing strategy evolves with inclusivity, emotional connection, and merchandise that resonates with women around the world.
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