Lingerie retailer Victoria’s Secret plans to withdraw its attempt at being more inclusive with its marketing , reverting to its original reputation in the wake of decreased sales.
The brand, known for hiring beautiful models, has tried to diversify its models over the past few years, including plus-size and transgender representatives. However, the rebrand attempt has not translated to increased sales , with the outlet’s projected revenue for this year at $6.2 billion, down by almost 20% compared to 2020’s $7.5 billion .
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Part of the attempted rebrand included hiring Megan Rapinoe , an athlete and activist who has advocated transgender women competing in women’s sports, and Valentina Sampaio, who became the outlet’s first transgender model. In the wake of Sampaio’s hiring, Ed Razek, former chief marketing officer of Victoria’s Secret, resigned from the outlet .
The retailer’s current goal is to reach the $7 billion mark in annual sales again, which will include updating the stores it has already opened and opening 400 new locations outside the United States and Canada . The retailer will also invest in selling products related to active and swim clothes.
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Additionally, the retailer announced in March it would bring back its annual fashion show , which was canceled in 2019 after criticism that it did not have enough diversity. The show made its return in the form of The Tour ’23, a documentary that premiered Sept. 26 on Amazon Prime Video.
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https://www.washingtonexaminer.com/restoring-america/equality-not-elitism/victorias-secret-abandon-inclusive-marketing-campaign-lackluster-sales
