Why Victoria’s Secret Can’t Sell Sex to Millennials by C. Samelson
I think I detected a slight undertone of ageism in this against people age 40 and older (in parts from the article that I did NOT excerpt on my blog), but anyway.
(Link): Why Victoria’s Secret Can’t Sell Sex to Millennials by C. Samelson
- April 22, 2016
- …The folks behind the billion-dollar bra business have good reasons to start shaking things up; although Victoria’s Secret has long enjoyed a reputation as the sexiest store in your local mall, that signature sex appeal is posing challenges as the company tries to lure younger shoppers to its stores.
If Victoria’s Secret wants to avoid the same fate millennials meted out to the once super cool and sexy Abercrombie & Fitch, it’ll have to answer the question: “What is sexy?”
More specifically, Victoria’s Secret will have to reconsider “what is sexy” according to today’s diversity-minded, politically correct, socially conscious millennials and their changing consumer ethos, which could present some serious problems for the panty powerhouse.
Consider Victoria’s Secret’s stable of supermodels, the busty bombshells whose depictions of beauty and sexiness are at risk of being seen by teens and twenty-somethings as boring at best, backwards at worst.
Our culture’s current standard of physical desirability seems to be shifting away from the VS model of impossibly tall and thin and toward fuller, curvier physiques (think Kim Kardashian) that are more representative of the average American woman.
Many millennials simply aren’t buying the idea that sexiness fits the fairly specific (and slender) mold associated with Victoria’s Secret; instead, many are embracing a body positivity movement whose message is a far cry from Victoria’s Secret and its typical model.
VS’s message isn’t helped by stories like that of former VS model Erin Heatherton, who admitted she was told to lose weight before the last two fashion shows because “she wasn’t thin enough.”
These stories draw outraged complaints and angry comments from young consumers who are used to having companies listen to their demands. And then there’s the fact that Victoria’s Secret doesn’t exactly get high marks in the diversity department; neither its catwalk nor its catalog are inclusionary.
It probably won’t help that the company just got hit with a $4 million racial-discrimination lawsuit.
Issues like this matter to millennial consumers. They want to support companies that stand for what they stand for—authenticity and value; products that are more than just products; brands that symbolize something bigger or have some social significance or contribute to some cause.