The VS Collective is just the "tip of the iceberg" of Victoria's Secret's makeover.
The renowned brand has decided to start a renewal phase with which it wants to recover in the market. Photos: VS Collective
LatinAmerican Post | Luis Ángel Hernández Liborio
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Victoria's Secret has represented the cusp of lingerie since the end of the last century. However, its reign has been threatened by brands that have understood the needs of their consumers. The company has been relegated because of an outdated image contrary to the current values of feminism. For this reason, the brand has decided to start a renewal phase with which it wants to recover in the market.
The trend is to renew or die
Brands from different sectors noted for promoting a misogynistic image of women have tried to renew themselves to adapt to current demand. Activism has made these companies aware of the problems they face. Miss Universe, Playboy, and even brands like Mattel's Barbie, have had to reinvent themselves and take a different approach to the role of women in order to not lose their market share.
In February 2020, the Wall Street Journal spoke of a value of $ 1.1 billion dollars for the lingerie company, before the possibility of being sold. After several quarters of losses from the COVID-19 pandemic, the situation worsened, causing the closure of 250 stores in the United States and Canada, its main markets, according to Fashion Network. The plan of the company L Brands, which owns Victoria's Secret, is to achieve that in August 2021 the lingerie firm is separated from L Brands, so recent movements are crucial for it to be a success.
The VS Collective
The restructuring did not come only on the economic issue, since the business model and the public to which its products are directed have also been transformed. From being a company classified by soccer player Megan Rapinoe as "Patriarchal and sexist", Victoria's Secret now aspires to be an inclusive company with diversity in the body of women and their needs, in addition to including the LGBTIQ + community, which is also a consumer. Of the brand.
The company has created The VS Collective, which includes women who represent the new image of the brand and its new ideals. Since 2019, the Victoria's Secret Fashion Show was canceled, a parade organized since 1996 with high audience rates, which were around 10 million viewers, according to Infobae. However, in the 2018 edition, this figure barely reached 3.3 million. Since then, the role of its famous angels, important models who wore the newest of the brand in the parade, remained in limbo.
With the creation of The VS Collective, it has become clear that angels as we knew them have remained in the past. Now the face of Victoria's Secret will be seven women: two-time world soccer champion and LGBTIQ + activist, Megan Rapinoe; Indian actress Priyanka Chopra; model and refugee of South Sudanese origin Adut Akech; the journalist Amanda de Cadenet; the American ski champion of Chinese origin, Eileen Gu; the model and activist against beauty canons, Paloma Elsesser, and the Brazilian trans model Valentina Sampaio.
The firm thus aims to change the concept of beauty that has characterized it for decades and to promote itself as an inclusive company. These are women of different ages, ethnic and physical diversity, but above all the emphasis is on their activities over their bodies. In short, since their empowerment as women of the 21st century who have broken with the schemes and canons imposed for centuries. The role of the traditional angels is now uncertain and seems closer to disappearing than to returning as we knew it.
Victoria's Secret will regain its place in the market?
It is still premature to say whether the firm will regain its leadership and strength in the market or whether, despite its efforts, it is destined to fail. Concepts such as Miss Universe have tried to vindicate the role of women and eliminate their negative image, however, the numbers and public opinion have not been on their side. In any case, Victoria's Secret tries to convince its buyers that they no longer represent sexism, patriarchy, stereotypes of beauty, and other negative effects associated with their image. What better way than to do it through these women from The CV Collective who have struggled to break down the barriers of sexism?