Fashion giant, Victoria's Secret, revives the runway, focusing on boosting sales.
Victoria's Secret Fashion Show Evolution: Balancing Glamour and Inclusion
After a six-year hiatus, Victoria's Secret's iconic fashion show made a comeback in 2021, marking a significant shift towards inclusivity, diversity, and a redefined brand identity. Under the leadership of Adam Selman, the Senior Vice President, the show has embraced a broader range of body types, gender identities, and a more modern and inclusive image.
Inclusive and Diverse Presentation
The brand has consciously expanded its representation, moving away from traditional standards to better reflect contemporary societal values. Models such as Candice Swanepoel, Adriana Lima, and Gigi Hadid graced the runway, while Tyla, Cher, and Lisa of Blackpink provided the music.
Balancing Glamour and Practicality
Victoria's Secret faces a challenge in balancing practical lingerie with the gloss and spectacle longtime fans expect. The brand's core customer seeks functional, comfortable lingerie, while fans and the legacy of the fashion show demand high-glamour, theatrical presentations. The brand is addressing this by offering lingerie that is both wearable and visually captivating, maintaining the "fantasy" appeal without alienating customers who demand comfort and inclusivity.
The Future of Victoria's Secret
As Victoria's Secret navigates this complex tension, the brand is in turnaround mode. Activist investor Barington Capital has urged a board shake-up, stronger merchandising discipline, and a potential reboot of the Angels campaign. The details of the upcoming Victoria's Secret runway remain under wraps, but one thing is certain: the brand is striving to maintain its position as a leading lingerie retailer in a rapidly changing market landscape.
Shopping the Runway
Each look from the show was instantly shoppable on Amazon during the livestream, signalling Victoria's Secret's aim to translate the attention generated by the fashion show into sales. The event's details and reminders can be found on the Victoria's Secret app, making it easier than ever for fans to stay updated and engage with the brand.
In conclusion, Victoria’s Secret’s fashion show has evolved from a narrowly focused glamour event into an inclusive, modernized spectacle. The brand’s ongoing challenge is to keep this balance as it reestablishes itself in a changing market landscape. The impact of the Victoria's Secret runway will be decided by whether it converts attention into sales.
- In the fashion-and-beauty industry, Victoria's Secret aims to maintain its position as a leading retailer, balancing practical and comfortable lingerie with high-glamour presentations to cater to both its core customers and fans who demand spectacle.
- As a part of its redefined brand identity, Victoria's Secret has been making strides in its finance sector to improve merchandising discipline, attracting activist investors like Barington Capital who push for a board shake-up and stronger business strategies.
- The retail industry will be watching closely as Victoria's Secret showcases its evolution in its upcoming fashion show, to see if it can successfully blend lifestyle values of inclusivity and diversity with the brand's heritage of glamour and excitement while driving sales through innovative digital initiatives like shoppable runway looks on Amazon.
