The New Vision of Victoria’s Secret

Victoria’s Secret launched a new digital campaign recently called the Love Cloud collection that really caught my eye…

Victoria’s Secret hires its first model with Down syndrome https://www.cnbc.com/2022/02/18/victorias-secret-hires-sofia-jirau-its-first-model-with-down-syndrome.html

she said: “I want to tell the whole world that people with my condition, Down syndrome, inside and out, we have no limits. People who have Down syndrome like me are capable of getting a job, creating their own business, and working hard like me.”

Victoria’s Secret had suffered poor sales in recent years as consumers rejected its overly sexualized imagery. Victoria’s Secret used to be one of the few stores where women could buy high-quality lingerie, and the sales were skyrocketing. However, women are beginning to get tired of the brand and its ideals, which is reflected in the decline in sales. The brand seems to be aimed at realizing men’s fantasy with sexy lingerie, rather than offering comfortable products to all women. Customers also protest on the street saying the brand is racist because of the lack of models of diverse races. And the body type of the model they used to hire also lacks inclusivity. The actual show of the brand was also canceled in 2019. It has long been a high-profile branding vehicle, a glossy commercial-meets-fashion fantasy in which supermodels strut down the runway to pop star musical accompaniment. But ratings have been declining. In Dec. 2018, the Victoria’s Secret Fashion Show on ABC, which featured Shawn Mendes and Bebe Rexha, brought in 3.3 million viewers. That’s down from 6.7 million in 2016 and 9.7 million in 2013.

After 2 years of fixing and repositioning the brand, the new Love Cloud collection campaign is ready to be viewed by the world. It is the collection that shows the inclusivity of the brand, and the campaign will be promoted by 18 models from diverse backgrounds. There have also been more plus-size hires. To further emphasize the change of the company from exclusive to inclusive, the company hires its first model with Down syndrome in the campaign which brought a lot of attention to me and the market.

Love Cloud Collection Campaign

“After listening to and being inspired by the real needs of our consumers, Love Cloud has been created as a collection that fits everyday comfort without sacrificing functionality or sexiness. With this new line, we are launching high quality bras and panties in shapes that fit women’s daily needs, in our ongoing effort to develop products that champion women and support their individual journeys”, says Janie Schaffer, Chief Design Officer for Victoria’s Secret Lingerie.

“Love Cloud Collection is a major moment in the brand’s evolution. From the cast of incredible women that bring the collection to life, to the incredible inclusive spirit on set, this campaign is an important part of the new Victoria’s Secret standard we are creating”, says Raúl Martinez, Head Creative Director of Victoria’s Secret.

The campaign is about a new collection of bras and panties centered around all-day comfort. Love Cloud sets a new standard for sophisticated comfort, featuring a cloud-like pad and soft-to-the-touch fabric. Inspired to feel light as a cloud, this collection consists of smoothing technology to give sleek appearances and fully adjustable straps for all-day comfort and flexibility.

Sofia Jirau, a Puerto Rican model with Down syndrome, is the first model the brand ever hired. Her participation in the campaign is a big milestone for the brand. It did not only show the brand cares for their customer value but also show the brand can learn and grow from their past mistakes. Instead of creating an unrealistic beauty standard in the digital world, the company decided to reconnect with their target customer and create a realistic beauty standard that everyone could pursue. The campaign also features diverse models like Valentina Sampaio of Brazil, the intimate’s retailer’s first transgender model. The campaign was posted on the official Instagram account and YouTube channel which help the campaign drive up the conversion rate. The feedback from the campaign is quite positive and millennials can finally resonate with the campaign. The company reports a 7% rise in net sales this year.

Overall,

The diverse new campaign is part of Victoria’s Secret’s ongoing attempts to overhaul the narrow image of sexy that it cultivated for decades. A first-of-its-kind campaign for the brand, the collection is modeled by eighteen dynamic women, reinforcing Victoria’s Secret’s commitment to welcoming and celebrating all women. This new collection launch is another milestone in Victoria’s Secret’s new vision, focused on continuing to support women.