Victoria’s Secret Brand Identity Crisis and Shift to Inclusivity

Victoria’s Secret: Navigating a Brand Identity Crisis in the Age of Inclusivity

In recent years, Victoria’s Secret has been at the crossroads of a significant brand identity crisis, grappling with the need to evolve amidst modern cultural shifts towards diversity and inclusivity. Once known for its exclusive portrayal of beauty, the brand is now attempting to redefine itself by embracing body positivity and inclusivity, yet this transition has not been without its challenges and controversies.

Key Takeaways: - Victoria’s Secret is undergoing a transformation to align with contemporary values of diversity and inclusivity. - The inclusion of plus-size and transgender models has sparked both support and debate. - The brand faces competition from inclusive brands like Savage X Fenty. - Traditional elements like the "Angels" are being reimagined to fit a broader audience. - The effectiveness of blending old and new brand elements is still under scrutiny.

The Evolution of Victoria’s Secret

The Shift Towards Inclusivity

Victoria’s Secret, historically celebrated for its iconic fashion shows featuring supermodels known as "Angels," is now in the midst of a profound transformation. The brand's decision to cast plus-size and transgender models in its shows represents a bold move towards inclusivity, reflecting broader societal demands for representation across all body types and identities. This shift is part of a larger cultural shift where brands are expected to mirror the diversity of their audience, challenging traditional beauty standards that Victoria’s Secret once epitomized.

Controversy and Criticism

While this move towards diversity has garnered support from advocates of body positivity, it has also met with criticism. Some long-time fans and industry observers argue that these changes might dilute the brand's original allure, which was largely built on an image of aspirational, exclusive beauty. The controversy lies in whether these changes align with Victoria’s Secret's core identity or if they risk alienating the brand's established customer base.

Competition and Market Position

Facing New Competitors

In this evolving landscape, Victoria’s Secret faces stiff competition from brands like Savage X Fenty, which has quickly become synonymous with inclusivity. Savage X Fenty's shows, which celebrate a wide range of body types, ethnicities, and gender identities, have captured the zeitgeist, setting a new standard for what consumers expect from fashion shows. This has put pressure on Victoria’s Secret to not only catch up but to redefine what its brand stands for in a market that increasingly values authenticity and inclusivity.

Balancing Tradition with Innovation

Victoria’s Secret's strategy includes retaining high-profile supermodels like Gigi Hadid, Emily Ratajkowski, and Behati Prinsloo, blending the allure of star power with a refreshed image. This approach attempts to maintain a connection with its past while signaling a willingness to evolve. However, the effectiveness of this strategy is still debated, with questions about whether it can truly resonate with both new audiences and long-term customers.

The Challenges of Brand Evolution

Maintaining Brand Legacy

One of the core challenges for Victoria’s Secret is how to preserve its brand legacy while making it relevant in today's cultural context. The brand has long been a symbol of luxury and fantasy in lingerie fashion, but the modern consumer demands more than just fantasy; they seek representation and authenticity. Reconciling these aspects requires a delicate balance, ensuring that the brand does not lose its iconic status in the process of transformation.

Audience Reception

The reception from the audience has been mixed. While some applaud the brand's efforts to be more inclusive, others feel that the essence of what made Victoria’s Secret unique is being lost. This dichotomy highlights the difficulty of brand evolution in a rapidly changing industry where consumer loyalty can be fickle, and trends shift quickly.

Conclusion

Victoria’s Secret's journey towards inclusivity and cultural relevance is a testament to the broader shifts in the fashion industry. As it navigates this complex transformation, the brand must continue to innovate while respecting its storied past. Whether Victoria’s Secret can fully embrace this new era without losing its core identity remains to be seen, but its efforts reflect a necessary adaptation to survive and thrive in a modern, inclusive world.

Frequently Asked Questions

Q: Why is the Victoria’s Secret show considered a disaster?

A: The Victoria’s Secret show has been considered a disaster due to declining viewership, public backlash, and controversy over its lack of diversity and inclusiveness. Critics and audiences increasingly viewed the show as out of touch with changing cultural attitudes toward body image and representation. Additionally, internal company issues and criticism of the brand's marketing practices contributed to the show's downfall, leading to its cancellation after decades of annual broadcasts.

Q: What changes has Hillary Super made to Victoria’s Secret?

A: Hillary Super has implemented several significant changes at Victoria’s Secret since becoming CEO, focusing on rebranding the company with an emphasis on inclusivity and diversity. She has moved away from the brand's traditional overly sexualized image, promoting a broader range of body types and more inclusive marketing campaigns. Super has also enhanced the product range to offer more comfort-focused and practical lingerie options, aligning with evolving consumer preferences as she leads the company through a major transformation.

Q: How is Savage X Fenty influencing Victoria’s Secret?

A: Savage X Fenty, founded by Rihanna, has significantly influenced Victoria's Secret by challenging the traditional norms of lingerie marketing with its emphasis on inclusivity, diversity, and body positivity. This has pushed Victoria's Secret to re-evaluate and modernize its branding, product range, and runway shows to be more representative of diverse body types and ethnicities. The competition has accelerated a shift in the lingerie industry towards more empowering and authentic portrayals of women, altering consumer expectations and brand strategies.

Q: Who are the models walking in the 2024 Victoria’s Secret show?

A: The 2024 Victoria’s Secret Fashion Show features a lineup of renowned models including returning Angels like Adriana Lima and new faces making their debut. The show typically blends iconic supermodels with emerging talent to highlight diversity and fresh styles. Specific names will be confirmed closer to the event, as Victoria’s Secret often announces its cast to build anticipation.

Q: What is the future of the Victoria’s Secret Angels?

A: The future of the Victoria’s Secret Angels is evolving as the brand shifts away from its traditional image toward a more inclusive and diverse representation of beauty. Victoria’s Secret has been redefining the Angel concept to align with changing consumer values, focusing on empowerment and broader body positivity. The company continues to feature a variety of models, expanding beyond the classic Angel roles to appeal to a wider audience. Although the iconic Angels remain part of the brand’s identity, the future emphasizes adaptability and modern relevance in the fashion industry.

Key Entities

Victoria’s Secret: Victoria’s Secret is a renowned American lingerie and beauty retailer known for its annual fashion shows featuring high-profile models. The company has been influential in shaping the global lingerie market and popularizing the concept of the 'supermodel'.

Hillary Super: Hillary Super is a fashion executive appointed as the new CEO of Victoria's Secret, bringing experience from leading roles in various luxury and retail brands. Her leadership marks a strategic effort to revitalize the brand and adapt it to evolving consumer expectations.

Adam Selman: Adam Selman is a fashion designer recognized for his innovative and modern designs, often collaborating with high-profile celebrities. He has contributed to redefining the aesthetics seen in recent Victoria’s Secret fashion shows.

Candice Swanepoel: Candice Swanepoel is a South African model famous for her work as a Victoria’s Secret Angel. She has been a prominent figure in the fashion industry and is known for her appearances in the brand's iconic runway shows.

Adriana Lima: Adriana Lima is a Brazilian supermodel best known for her long tenure as a Victoria’s Secret Angel. She became one of the most recognizable faces in fashion and helped elevate the brand's global visibility.

External articles

• Victoria's Secret Fashion Show
• The Worst Dressed At Victoria's Secret Fashion Show 2025 ...
• Exclusive: Insiders Say The Victoria's Secret Show Is Going To ...

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YouTube Video

Title: Live NOW: Victoria's Secret Fashion Show 2025
Channel: Victoria's Secret
URL: https://www.youtube.com/watch?v=SdSSPF1S-Uc
Published: Streamed 14 hours ago