Is an empire like Victoria's Secret being destroyed?

When Victoria's Secret was founded in 1977, a revolution was considered. Her founder Roy Raymond opened the first shop designed as a place where men could go to buy underwear for women and feel comfortable. This strategy for women, who were chosen and served by men, worked well and had a large income in the first year.

Next, the company was sold to Les Wexner, CEO of L Brands, in 1982 for $1 million. Raymond certainly did not predict that Victoria's Secret would be transformed into the largest women's underwear company, nor that, despite success, 42 years later, the company would be involved in harsh criticism.

Recently, sales have dropped, some shops have closed, the number of viewers of the famous sculpture has dropped year-on-year, and if not, the spray was cancelled. The problem lies in the fact that Victoria's Secret a company founded by a man and generally run by men does not seem to plan on breaking out of their interests.

It has to be said that Victoria's Secret has never been “for women, of women”, but has owned most of the market. But recently, although sales may not be too high, companies such as SecondLove and Savage x Fenty are applauding en masse and fairly.

Taken by surprise, let's say the company fell into the trap of believing that no contestants could defeat it, no matter how day-day, people opened up to new opportunities and suddenly didn't have to buy at Victoria's Secrets alone.

The new brands are not only going to survive “, but they're blooming. It seems that Victoria's angels no longer represent women. When the Angeles campaign first debuted in 1990, it was no doubt a revolution because most brands did not advertise to the public. The big event was also the use of supermodels.

But today things are different. People no longer need you to tell them what is beautiful and what is not, but tell them that they are beautiful in all dimensions.

Victoria's Secret was either unaware of the difference, or chose to ignore it after excluding diversity. The exclusive elections did not go in the same line as consumer demands.

Recently, a transgiar model was first accepted to be part of Victoria's Secret campaigns. It looks like an approach to diversity and a step forward to the company, whose recovery is difficult but not impossible.