Victoria’s Secret has not be having a great time especially with sales going down in last few months, and now with the head of stores and store operations stepping down, the popularity of the brand is fast receding
One of the major reasons for its declining popularity, however, is the fact that female customers do not feel included and are tired of the sexy marketing.
Victoria’s Secret has been scrutinised for its lack of inclusivity in the past following former L Brands’ Chief Marketing Officer Ed Razek’s comments about transgender and plus-size models.
Now there are efforts to bring about a change in the marketing strategy! Victoria’s Secret is ensuring that its new cast of Angels are represented in all its stores. They have hired their first transgender model, Valentina Sampaio.
Victoria’s Secret has announced a recent collaboration with UK-based lingerie brand Bluebella, which has long been dedicated to empowering women, on a collection that ‘celebrates inclusivity and strength – each piece is designed for modern, empowered and confident women’.
The stores will feature the campaign images and videos of the models showcasing the collaboration with Bluebella for Victoria’s Secret lingerie collection.
“In an industry so often accused of promoting unrealistic body types, of encouraging a certain look, we want to take a new approach and celebrate beauty in difference. We believe in the beauty and integrity of every person,” the UK-based brand wrote on its website.
It added “So we created #loveyourself, a campaign to encourage self-love, self-respect and self-worth. Because everybody is worth celebrating.”