Introduction

Hey there folks! Today, I want to talk about an exciting development in the world of fashion and advertising. Brace yourselves because Victoria’s Secret, the iconic lingerie brand, is making a bold move! They’ve decided to ditch their recent feminist and woke makeover in their advertising campaigns and go back to using attractive models to sell their exquisite lingerie.

It’s no secret that Victoria’s Secret has been facing some challenges in recent years. The brand’s revenue has seen a significant drop since they moved away from their hypersexualized image and embraced a more inclusive, body-positive approach. This change in direction hasn’t brought the desired results, as the projected revenue for 2023 is estimated to be 5% lower than last year.

But wait, that’s not all! In a surprising twist, they even hired soccer star Megan Rapinoe as a spokesperson, hoping to boost their sales and appeal to a broader customer base. Unfortunately, even Megan’s charm couldn’t turn the tide, and the brand found itself in need of a makeover to bring sexy back and regain cultural relevance.

Let’s dive into the details and explore why Victoria’s Secret made this decision and how it might impact their future.

The Downward Spiral of Victoria’s Secret Stock

1. Before we delve into the recent changes, it’s essential to understand the context. Victoria’s Secret’s stock has been on a downward spiral for the past five years. With increasing competition from more inclusive brands and changing consumer preferences, the company struggled to maintain its dominance in the lingerie market.

2. The brand’s wokeness was often criticized for being contradictory and damaging to its image. Many consumers accused Victoria’s Secret of sending a harmful message by portraying hypersexualized models and perpetuating patriarchal and sexist ideals. These criticisms only added fuel to the fire and contributed to the brand’s decline.

Megan Rapinoe’s Role and the Backlash

1. Victoria’s Secret’s attempt to show their commitment to diversity and inclusion led them to hire Megan Rapinoe as a spokesperson. Megan, a successful soccer player and an outspoken advocate for women’s rights, seemed like a perfect fit to represent the brand’s new image. However, some viewed this move as insincere and merely a publicity stunt.

2. The backlash intensified when an ad portrayed Megan Rapinoe stripping down in lingerie, which many found contradictory to her previous criticisms of the brand. This incident further fueled the argument that the brand was simply appropriating feminism and not genuinely supporting the cause.

Bud Light’s Marketing Tactics Comparison

1. To put things into perspective, let’s draw a parallel with another major brand. Bud Light, known for its popular beer, employed similar marketing tactics during March Madness. They focused on using attractive models to promote their product rather than pushing a feminist agenda. And guess what? It worked wonders for them!

Conclusion

In conclusion, Victoria’s Secret’s decision to bring “hot” models back and abandon their woke feminist approach reflects their strategy to adapt to the changing market environment. With their revenue dropping and criticism mounting, the brand realized it needed to redefine its identity and regain its cultural relevance.

While many argue that this shift may seem regressive, it’s important to acknowledge that different marketing strategies work for different brands. Victoria’s Secret recognized the need to evolve and make changes to survive in the competitive lingerie market. Time will tell if this rebranding will help them bounce back and recapture their former glory.

So, what are your thoughts on Victoria’s Secret’s dramatic makeover? Will it reignite their success or backfire? Let me know in the comments below!