Can the Angels of Victoria’s Secret hold the brand and sales tight together?

Glamour can dutifully mask your prom nights, but not hide reality in the day.

A vivid instance from the world of Victoria’s Secret can help you revise your beauty checklist in few minutes of this reading.

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No More Secrets

Americans are moving away from the “bombshell” look Victoria’s Secret has built its reputation on, and are instead stocking up on more natural, unstructured bralettes. Since bralettes are easier to construct, they make it simpler for nontraditional lingerie brands to challenge the stalwart.

As L Brands said that its Victoria’s Secret brand would stop selling swimwear and dial back on promotions, the company’s shares have plunged as steeply as one of its asset-baring bras.

Jefferies analyst Randal Konik recently downgraded L Brands’ shares from hold to underperform, saying industry and consumer trends could cause Victoria’s Secret to lose its dominance in intimate apparel. Among those trends are a slowdown in spending on the category and increased competition from specialty stores and online start-ups.

Strength at Bath & Body Works and the teen-focused Pink brand have helped L Brands offset declines at Victoria’s Secret. But both of these businesses are now sending warning signals.

After recording a 5 per cent comparable-sales gain in the fiscal fourth quarter, Bath & Body Works is now on pace to report a mid-single-digit decline in February. Those stores have not experienced a comparable-sales decline result in nearly three years.

Yet, NPD chief industry analyst, Marshal Cohen affirmed that the exclusive and differentiated merchandising mix that Victoria’s Secret offers shoppers has led to a unique breed of consumer that is extremely loyal.

L Brands CEO Les Wexner discontinued Victoria’s Secret’s swim line because the category wasn’t growing. Yet, while the company and several analysts contend that it is the right decision for the long term, it nonetheless eliminated roughly $500 million in annual sales.

 
Being A Victoria’s Secret Model/angel Was And Still Is A Prestigious Deal 

Janine Tugonon, a high-level academic performer had a plan: become a pharmacist, get married and have kids. Then, her world turned around after she entered her first pageant and quickly made way to the Miss Universe 2012 competition.

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Tugonon, now a model with MSA, moved to New York and recently landed a coveted spot in a Victoria’s Secret Pink ad, making her the first-ever Filipino to model for the brand. This news went viral and raised the stakes.

Putting these experiences in her words, “For me, it’s really uncertain going into modeling and blending into this culture where there are a lot of models that are blondes with blue eyes.
A lot of people are messaging me: ‘Oh, you inspire me so much!’
I’m like, Really?”

Bagging national endorsements, she mostly aimed for the ones internationally, by clinching the best in Victoria’s Secret league.

 

The Converging Point 

For a long time, beauty for women meant fair skin, straight hair, thin and tall with round eyes, while men looked to Axe and Old Spice for inspiration — embodying strong, chiseled masculinity. Generally speaking, many of those values have remained the same. Through media, we are exporting that ideal.

However, media does not automatically dictate for the public what is beautiful. In recent years, people have become more vocal about what they want to see on TV and in magazines.

Campaigns are fighting for inclusion. They’ve demanded more representation for minorities and plus-sized models.

“Selling images, selling products — so much of it is about consumerism,” said a communication expert.

Companies want to sell their goods and turn a profit, so they will continue to innovate and come up with new products and new cosmetic procedures. If they think they’ll attract a wider audience by including more diversity, then that’s what they’ll do.

Don’t we all love to follow the leading Victoria’s Secret angels namely, Gigi Hadid and others, without marking the ounce of black or white pigments on their flesh?

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Herein, the beauty lies in appreciating all ethnicities under one flag and inspiring others. Hence, Victoria’s Secret is here to stay.

Bringing out the lifestyle best of every season, I’d recommend you to follow my Facebook page ‘FirsthandfromSana’ for more!

Cheers,

Sana Husain

@jesuissana

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