Lingerie retailer
Victoria’s Secret
plans to withdraw its attempt at being more
inclusive
with its
marketing
, reverting to its original reputation in the wake of decreased sales.
The brand, known for hiring beautiful models, has tried to diversify its models over the past few years, including plus-size and
transgender
representatives. However, the rebrand attempt has not translated to increased
sales
, with the outlet’s projected revenue for this year at $6.2 billion,
down by almost 20% compared to 2020’s $7.5 billion
.
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“Despite everyone’s best endeavors, it’s not been enough to carry the day,” Victoria’s Secret CEO Martin Waters said.
Part of the attempted rebrand included hiring
Megan Rapinoe
, an athlete and activist
who has advocated
transgender women competing in women’s sports, and Valentina Sampaio, who became the outlet’s first transgender model. In the wake of Sampaio’s hiring, Ed Razek, former chief marketing officer of Victoria’s Secret,
resigned from the outlet
.
The retailer’s current goal is to reach the $7 billion mark in annual sales again, which will include updating the stores it has already opened and opening 400 new locations outside the United States and
Canada
. The retailer will also invest in selling products related to active and swim clothes.
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Victoria’s Secret abandoning its diversity campaign comes after
it brought back several of its former models
in August, including Gisele Bundchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel.
Additionally, the retailer announced in March it would
bring back its annual fashion show
, which was canceled in 2019 after criticism that it did not have enough diversity. The show
made its return
in the form of The Tour ’23, a documentary that premiered Sept. 26 on
Amazon
Prime Video.
