“We market the products we sell, and we don’t sell to the world”: Victoria’s secret counterattacks to critics, who say it does not include large shoppers
Victoria’s secrets have no plans to attract large shoppers.
In an interview with Vogue recently, Ed Razek, chief marketing officer of Victoria’s secret parent company L Brands, said the store would not add more size to its breed and did not plan to show larger models in its runway show. Victoria’s Secret currently stocks bra sizes from 30A to 40DDD.
“If you ask if we have considered setting up a transgender model in the show, or considering adding a plus size model to the show, we have it. We invented the oversized model show Brian in our sister department. Special,” Lazek told Vogue.
Lane Bryant was previously owned by L Brands but was acquired by Charming Shoppes in 2001 and is now part of the Ascena Retail Group.
“Lane Bryant still sells large size underwear, but it sells in a specific range, just like every professional retailer in the world sells a range of clothing. We are the same. We market the products we sell, and we don’t go to the whole world. “Lazek said.
Victoria’s secrets are often criticized because it does not allow the exclusion of oversized customers and only displays the railway thin models in their advertising campaigns.
Analysts said that this has had a negative impact on it. The store used to be the protagonist of the American lingerie market, but in recent years it has lost market share to more active brands, such as American Eagle’s Aerie, which has exploded in recent years. Although Aerie also omitted the plus inventory, it doubled its efforts to promote women’s empowerment by making photo images and working with women activists to make them more inclusive.
Victoria’s Secret Annual Fashion Show was filmed on Thursday and will be aired on December 2nd, the subject of most criticism.
Last November, plus size model Ashley Graham released a smashing Instagram’s own angel wings and a satirical title that read: “There is my wings!” But, although it appeared online later Strongly protesting, Victoria’s secret still failed to meet the needs of ultra-large-scale customers.
“The VS’ fashion show shows how the brand is out of touch,” Jefferies analyst Randal Konik wrote in a report sent to clients this week.
He continued: “As TV ratings have been in a free fall for many years, consumers no longer resonate with “super models”, we question why the company continues to host this program. We expect ratings to continue to decline this year, Victoria The secret brand lost its mind.”
According to YouGov, last year’s fashion show saw its TV ratings drop by 30%. A program broadcast only one month after the sexual harassment allegations against Harvey Weinstein was broadcast.
Despite this, Lazek said that there is no plan to change the tradition of more than two decades.
He said: “We tried to make TV albums for the large TVs of 2000 or older. No one has any interest in it, but still not.”