✝️ Victoria's Secret Finally Revealed!
What inclusive branding did to the lingerie behemoth.
Here’s what we’re going to cover today.
Victoria’s Secret Finally Revealed!
1. Victoria’s Secret Finally Revealed!
I remember hitting the mall as a kid. There was nothing quite like the thrill of a bag of donut holes or the jingle of a precious quarter for the arcade. And if I got lucky (sorry, Calvinists 😛), Mom treated me to a piping hot corndog. There was even that one time my parents lost my brother!
Don’t worry. We found him 👍️
Now, there was always one mystery at the mall I could never solve.
I’d gaze into the shop and wonder… what is Victoria’s secret? Is it a hidden cache of diamonds? Sadly, the truth remained locked away, my mother denying me entry and a chance to discover the secret.
➡️ Fast forward to 2021.
The lingerie chain decided to open a new chapter and embrace a more inclusive “woke” branding. They claimed their “sexiness” brand had a harmful message that was “patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.”
➡️ Fast forward to 2023.
The lingerie behemoth took a fatty U-turn. In just two years, they decided to ditch the “woke” chapter of inclusivity. Victoria’s Secret aims to bring back classic “sexiness.” Why?
They remembered their secret — the precious thing that kept them going since 1977. And here it is, Victoria’s secret:
Turns out that catering to social pressures resulted in a 5% drop in revenue. The brand’s efforts to promote inclusivity backfired. Cathaleen Chen reported that their rebrand gained “favorable reviews from online critics [but] never translated into sales.”
Their secret is a love for money.
For the love of money is a root of all kinds of evils. It is through this craving that some have wandered away from the faith and pierced themselves with many pangs.
The next time you see your favorite brand promoting a social movement, remember it’s more likely driven by social pressure than genuine care for social justice.
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