- Victoria’s Secret announced on Monday that it wants to bring back its famous fashion show one day, but in a way that is “culturally relevant.”
- The ratings for the last show, which aired in December 2018, were the lowest in the show’s history.
- But now that Victoria’s Secret is getting ready to break away from its parent company, L Brands, and become a separate public company next month, it is changing its game plan.
Victoria’s Secret wants to show its clothes again.
On Monday, the lingerie company told analysts that it wants to bring back its famous fashion show one day, but in a way that is “culturally relevant.”
After nearly 20 years, the Victoria’s Secret Angels’ annual fashion show, where they showed off their bejeweled bras and lacy underwear, was canceled. The ratings for the last show, which aired in December 2018, were the lowest in the show’s history.
But now that Victoria’s Secret is getting ready to break away from its parent company, L Brands, and become a separate public company next month, it is changing its game plan. It is getting rid of its angels and replacing them with brand ambassadors who are all different sizes and ages. Plus-size models and lighter-colored fixtures are being added to its stores to give them a new look. The company also wants to try out a few places outside of malls.
During a virtual presentation, Victoria’s Secret CEO Martin Waters said, “In the past, we spent a lot of money on marketing around the fashion show.” In the last two years, we’ve saved that money. “We want to get back into putting on fashion shows.”
He did say, “We’re not in a hurry to say when or how that will happen, but we will change it in a way that fits with culture in the coming years.”
Separately, Waters hinted on Monday that the company will put money into making a digital entertainment platform for women to celebrate their bodies.
He said, “It’s all about digital and social.”
On Monday, shares of L Brands fell by about 4% as part of a wider selloff. The store’s stock has gone up by about 87% this year.
