The Rise and Fall of Victoria’s Secret: A Look Inside the Brand’s Troubled Paradise
The Victoria’s Secret brand, once a staple in the lingerie industry, has been facing a tumultuous time. The company’s Paradise Foundation line, touted as a line for women of all shapes and sizes, has sparked controversy, and the brand’s partnership with transgender model Valentina Sampaio was met with both praise and criticism. In this article, we will explore the rise and fall of Victoria’s Secret, examining the company’s shifting values, marketing strategies, and mounting backlash from both customers and influencers.
The Victoria’s Secret company, founded in 1977 by Roy and Kay Raemores, revolutionized the lingerie industry with its sales-oriented model, pioneered by its attractive catalog featuring applicable models showcasing bras and briefs. The brand’s bold advertising strategies, which included notable Super Bowl Air ads and the iconic 1988 magazine ad featuring Adriana Lima and Helena Christensen, set the stage for the company’s significant growth.
The Victoria’s Secret model casting process was notorious for selecting average-bodied models who were judged on appearance alone, and early on, minority models were excluded from the programs. In the late 1990s and early 2000s, several models, including models Angela Tia, Rachel Hunter, and Tyara Henderson, achieved models that broke down barriers, offering diverse looks to the Victoria’s Secret models. In reaction to growing pressure from the body positivity movement, Victoria’s Secret revamped its image in 2013 with the release of the popular Body by Victoria line, designed to cater to curvier figures.
However, critics assert that the line suffered from inconsistent innovation, customer complaints, and lack of involvement from senior leadership. “It wasn’t an authentic change,” said Gil Lembin,
an expert and Professor of Brand Management
who notes that under the guidance of Edward Razek, Victoria’s Secret remained focused primarily on a cosmetic expansion without making tangible efforts to support plus-sized models.
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