Last year, Townhall reported how makeup retailer Ulta faced intense backlash after inviting Dylan Mulvaney, a biological male “transgender” influencer, to discuss "all things girlhood" on the company's podcast. On the podcast, Mulvaney spoke on the topic with a man who identifies as “gender-fluid.” Many customers pointed out that the podcast erased women entirely.
This week, one company marketed towards women unveiled that it would reverse course after its “progressive” marketing campaigns caused sales to drop.
Lingerie behemoth Victoria’s Secret is reportedly ditching its “woke,” feminist makeover to go back to its “hyper-sexualized image” due to its sales suffering in recent years.
According to Business of Fashion, an editorial partner of CNN, VS reportedly spent two years on a rebranding campaign to “regain cultural relevance” and compete with new lingerie brands. This, however, backfired (via CNN):
There were some successes, including a campaign to launch the “new” Victoria’s Secret featuring soccer player Megan Rapinoe, transgender model Valentina Sampaio and other spokesmodels, but favorable reviews from online critics never translated into sales: the brand is projecting revenue of $6.2 billion this fiscal year, down about 5% from the previous year and well below the $7.5 billion from 2020.
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“Despite everyone’s best endeavours, it’s not been enough to carry the day,” said chief executive Martin Waters.
In 2021, VS got rid of its “angels” and replaced them with “athletes, activists, and actors,” according to USA Today. And, the company canceled its once widely-popular fashion show as the rebrand occurred.
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This year, VS is projecting revenue of $6.2 billion, down from 5 percent from the previous year and below $7.5 billion from 2020.
As part of its new approach, VS will return to swimwear and activewear, two categories the company left behind in recent years. And, the company will embrace “sexiness” again.
“Sexiness can be inclusive,” Greg Unis, the brand president of Victoria’s Secret and Pink, stated. “Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on.”
