An aura, thanks to pop artists; fancy lingerie, and some of the world’s most famous supermodels. The Victoria’s Secret fashion show had long been a big name in the world of glamour. And, of course, prime-time marketing harvest.
Cancellation of the show
The news came in May that the show would no longer air on network television. But the buzz of the entire cancellation of the show has been going around for quite a while.The long-leader in lingerie has struggled to find a foothold through many challenges. Critics and consumers have come to view the brand as anachronistic. They call it to be out of place in the present era, offering an objectifying view of female beauty. Their sales have been on and off for years, with more lithe competitors in the market.
Last year, the then chief marketing officer, Edward Razek, came under fire for his comments. He made offensive comments to saying that there was “no room” for plus-size models on their runway. He also said that Transgender models should not be a part of the show. Razek though apologized for the remarks, retired in August. This was shortly after the company hired its first transgender model.
The ongoing financial crises
The brand, in October, announced that it was laying off about 15 percent of its employees. The fashion show was, at a time, enormously successful as a marketing tool. The viewership had drastically dropped in the last five years. There were more than 12 million people tuning in to the first show in 2001. The audience shrank from 9.7 million in 2013 to 3.3 million last year. The show was once a fantasy of opulence. Some of the biggest stars of pop music performed through the show. From this, the show went to receiving heavy criticism and being on the verge of cancellation.
Victoria’s Secret has been in trouble for quite some time. Owing to the brand’s revenue declining quarter by quarter and changing societal ideas of what’s ‘sexy’.
Criticism revolving around Victoria’s Secret
Given the present social scenario, it felt to many as if the show were from another era. A former Victoria’s Secret model, Kate Upton, also criticized the fashion show on a Bravo TV program. When asked about the ongoing cancellation, she said, “You know what, we’re sick of seeing the same body type”. “You have to be body inclusive now. Every woman needs to be represented. Otherwise, it’s a snoozefest”. This succeeds years of frustration over what many call an outdated beauty standard. — including former Angel Karlie Kloss, who quit the gig in the name of feminism.
Future of Victoria’s Secret
The show has taken place annually since 1995. It was widely regarded for casting slender supermodels. Modeling in the show was once “the ultimate achievement”, Insiders told The Post.
Burgdoerfer also chalked their decision up to finances. “Did we see a specific material impact in terms of a short-term sales response to the airing of the fashion show? As a general matter, the answer to that question is no.” The brand did not specify whether the cancellation is temporary, or the fashion show is gone for good.
Though, most would agree that the show reeks of exclusivity. The present times come with the advent of such inclusivity-positive movements. Considering that, the future of the show is under serious scrutiny.