In 2021, Victoria's Secret, the renowned lingerie brand, attempted a more inclusive approach to branding and advertising, enlisting insufferable soccer player Megan Rapinoe, as a brand ambassador. However, this shift towards diversity of course did not yield the desired results, as their sales took a significant hit. The company, like many others, has now decided to return to its traditional marketing roots. Despite efforts to diversify models, including plus-size and transgender representatives, the projected revenue for the year fell to 6.2 billion dollars, nearly 20% less than the 7.5 billion in 2020. Victoria's Secret CEO Martin Waters acknowledged that their attempts fell short of expectations. Notably, the hiring of Megan Rapinoe and Valentina Sampaio as brand representatives marked a significant part of the rebranding strategy. Victoria's Secret faced challenges when Valentina Sampaio, their first transgender model, was hired, leading to the resignation of Ed Razek, the former chief marketing officer. As the company grapples with declining sales, the question arises: Can Victoria's Secret reverse this trend, or is it too late for a comeback?
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