TheIndustry.fashion & TheIndustry.beauty’s Post

Victoria’s Secret & Co. has been on the decline for the last few years. Reviving the fashion show may be grasping at straws but I think this could be exactly the thing that puts VS back on the map. 🙋🏽♀️Customers are craving reasons to engage with a brand, online and offline. Victoria Secret could offer exactly this if they lure customers into the stores with activations, promotions, and interesting experiences. 🔹They could also get it very wrong but either way, they will get the customers talking. Low sales, low engagement, decrease in brand loyalty etc. - time will tell. 🦋Net sales peaked in 2016 with another jump in revenue before the pandemic. Many will disagree with bringing back this dated view of looking at scantily clad women in wings on the runway but I beg to differ. The consumer has evolved and there may be a new VS customer on the horizon. 👙With weight loss injections flooding the market and retailers struggling with excess inventory, the lingerie and swim world could be categories that will save retail brands. With more women trading in cover ups for bikinis, there will be a new customer empowered with body positivity. This customer could save Victoria Secret from extinction. Thanks Nicole Kirichanskaya and Inside Retail US for including my POV. Shoutout to Marie Driscoll, CFA also quoted in this discussion. Find the link to the full article in the comments. #retail #retailnews #victoriasecret #TRE #TopRetailExpert #TheMerchantLife #stores #fashion

Last week, the retail industry was buzzing with the news that Victoria’s Secret & Co.’s fashion show is coming back. First introduced in 2004, the annual fashion show was put on hiatus in 2019 after the show reported its lowest-ever ratings in 2018. This coincided with a decline in revenues and several major store closures. In my latest article for Inside Retail US, I write about the lingerie retailer's current state in the market and consult with retail experts Marie Driscoll, CFA and Liza Amlani on whether or not the return of the fashion show indicates a new turn for the brand. Click on the link below to find out more! #insideretail #retail #victoriassecret #lingerie #fashionshow #apparel #fashion #marketing #strategy #linkedin #editorial #webcontent

With The Victoria's Secret Fashion Show set to make a return, is the company fighting too hard not to DIE? Victoria's Secret, founded in 1977 by Roy Raymond, transformed lingerie shopping with its focus on fashion and a glamorous brand image. By the early 2000s, it was a $7 billion behemoth, dominating the market with its annual fashion shows and celebrity endorsements. Despite its past success, several factors contributed to Victoria's Secret's decline: 1. Shifting Consumer Preferences:    - Consumers are increasingly opting for lingerie brands that promote body positivity and inclusivity, a shift Victoria's Secret's marketing hasn't fully embraced.  - Brands like Aerie and Savage X Fenty capitalized on this shift by promoting diverse body types and inclusivity, gaining significant market share. 2. Outdated Marketing Strategies:   - The annual Victoria's Secret Fashion Show, once a cultural phenomenon, began to feel outdated and out of touch with contemporary values. By 2019, the show was cancelled due to declining viewership and increasing criticism. Let's see how the comeback in 2024 works for them? 3. Internal Turmoil:   - Controversies surrounding top executives, including former CEO Les Wexner's ties to Jeffrey Epstein and Ed Razek's controversial remarks about transgender and plus-size models, tarnished the brand's reputation.   - High turnover in executive positions and strategic missteps further destabilized the company. Between 2015 and 2023, Victoria's Secret's market share in the U.S. women's lingerie sector fell from 33% to 24%. Brands like Aerie saw a 20% increase in same-store sales in 2019, while Victoria's Secret struggled to maintain its customer base. Savage X Fenty, Rihanna's lingerie line, raised $115 million in funding in early 2021, further intensifying competition. Victoria's Secret's parent company, L Brands, reported a 7% drop in net sales for the third quarter of 2019, with same-store sales dropping by 12%. In August 2021, L Brands completed a spin-off, separating Victoria's Secret and Bath & Body Works into two independent, publicly traded companies. Victoria's Secret has made several attempts to modernise its image. These include hiring diverse models, launching more inclusive advertising campaigns, and expanding its product range to include more comfortable and functional designs. However, these changes have yet to translate into significant financial improvements. What brands have managed to reinvent themselves? Picture - alerts #ecommerce #ecommerceusa #omnichannel #fashion #brands #dtc #retail

Victoria’s Secret & Co. 𝗰𝗼𝗺𝗲𝗯𝗮𝗰𝗸 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: 𝗖𝗮𝗻 𝘁𝗵𝗲 𝗿𝗲𝘁𝘂𝗿𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝘀𝗵𝗼𝘄 𝘀𝗽𝗮𝗿𝗸 𝗮 𝘁𝘂𝗿𝗻𝗮𝗿𝗼𝘂𝗻𝗱? #VictoriaSecret's decision to revive its signature fashion show is a bold move in the midst of a brand identity crisis. The lingerie giant, once synonymous with sculpted physiques and opulent wings, has struggled to connect with a new generation of consumers in recent years. The cancellation of the fashion show in 2019 was a symbolic moment, reflecting the shifting cultural landscape and the brand's declining relevance. However, Victoria's Secret's revival of the show suggests a recognition of the power of spectacle and cultural cachet. The fashion show has always been more than just a lingerie runway; it was a pop-culture phenomenon that generated immense buzz and anticipation. By bringing it back, Victoria's Secret is hoping to recapture some of that magic and reignite excitement for the brand. A return to its roots, or a step backward? The question remains whether a simple return to the show's original format will be enough to resonate with today's audiences. The focus on unattainable beauty standards and hyper-sexualized marketing tactics that characterized the show in the past are no longer in vogue. Consumers today crave authenticity, inclusivity, and a celebration of diverse body types. A chance to rewrite the narrative Victoria's Secret has an opportunity to use the fashion show's return as a springboard to redefine its brand image. Here are a few ways it can achieve this: Embrace inclusivity: The show can feature models of all shapes, sizes, ethnicities, and genders. This would send a powerful message that Victoria's Secret caters to a broad audience and celebrates the beauty of diversity. Showcase new designs: The fashion show can be a platform to launch new product lines that cater to different tastes and preferences. Victoria's Secret can move beyond just lingerie and showcase sleepwear, activewear, and loungewear collections that appeal to a wider demographic. Partner with inspiring figures: Victoria's Secret can collaborate with inspiring women – athletes, entrepreneurs, artists – who embody the brand's new values of confidence and empowerment. Building brand heat through nostalgia and a fresh perspective The return of the Victoria's Secret fashion show has the potential to generate significant brand heat. Nostalgia for the show's past grandeur can be a powerful marketing tool, but it should not overshadow the need for a fresh perspective. By embracing inclusivity, showcasing new products, and partnering with inspiring figures, Victoria's Secret can use the show's return to rewrite its narrative and connect with a new generation of consumers. #Fashion #Brand #Strategy #Marketing #Retail #Retailnews #nostalgia #RetailMarketing #innovation #Digital #creativity #communications

Regardless of your opinion, the Victoria’s Secret Fashion Show WORKED. Hillary Super, the new CEO of Victoria's Secret and former CEO of Savage x Fenty, reported that: - Sales have increased, - Foot traffic has increased in their physical stores, - And they've seen a huge uptick in social media engagement as well. It’s been 6 years since we've seen Victoria’s Secret on the runway, and while there are fair criticisms, I think there's a lot to appreciate about what they pulled off. For me, the #1 reason I think this worked is nostalgia. For my generation, seeing Kate Moss still owning the runway at 50 was such a power move. There’s something to be said for tapping into those cultural moments that so many of us grew up with. And I know people loved watching models like Tyra Banks, Gigi Hadid, Alex Consani, Ashley Graham and OG Angel Candice Swanepoel walk the runway, too. At the end of the day, the numbers speak for themselves—Victoria’s Secret took a gamble, and it’s working. Do I think these numbers can be replicated with a VS 2025 fashion show? Probably not. The hype around it was huge, and every year, they'd have to keep upping themselves and evolving as a brand (which is not their strong suit). And, at a certain point, Victoria's Secret feels dated alongside next-gen brands like SKIMS that resonate with younger people like Victoria's Secret used to. But what do you think? Was it a smart move, or should Victoria’s Secret have left the past in the past?

It won't surprise anyone to hear that the fashion industry is in crisis—the figures for 2024 compared to 2023 are alarming. Consulting firms attribute this to the global situation, summarizing it in three words: two wars, China, and U.S. elections. The U.S. elections, in particular, have a huge impact on the market—until the presidential race is over, investors, excuse the pun, don’t invest. Markets dislike uncertainty more than anything, which gives some room for optimism: after the elections, the market may start to recover. Moreover, the industry has lost its appeal to buyers (customers). On a day-to-day level, people are tired—fashion no longer holds the same allure. Recent reports support this: while the fashion industry is declining, industries related to experiences are booming—hospitality, travel, and concerts are on the rise. The value of clothing and accessories no longer aligns with their price. Ready-to-wear trends are either nonexistent or so expensive that only the ultra-wealthy can afford them. This contributes to widespread uncertainty and instability, which is felt not only by investors but by actual customers as well. We see this reflected not just in store inventories and quarterly figures, but also in editorial content and advertising. Ferragamo serves as a prime example: what are we selling—ballet flats? Pumps with feathers for $2,400? Gloomy-looking women in RTW? While we understand this is part of their rebranding, Ferragamo describes it as "aiming to retain the classic notes of the storied brand while carving out space for itself in the contemporary landscape—this is part of the foundation of an elegant new era for Ferragamo." But aside from this message, is anything else taking shape for the brand? If I worked for Ferragamo, I would drop all this "chic elegance" and rework the editorial to focus on emotions, fun, and simplicity (incorporating fun stories from the past and present)—just like Burberry did with their weather campaign. People aren’t craving more pumps (okay, maybe just a few); they need love, humanity, smiles, and warmth. This week, I’ll be writing about a few editorial ideas that I believe can resonate in today's market. I am attaching my "Burberry post" to the comments. WWD Vogue Business Vogue FERRAGAMO

The Business Manual discussed the high cost of fashion with Imran Amed, Founder and CEO of Business of Fashion, focusing on price inflation and necessary reforms in the supply chain. #FashionIndustry #SupplyChain #BusinessInsights

Recently, the WSJ came out with a report that a popular book tote by French luxury brand Christian Dior, which retails for $2,780, actually only costs $57 to make.  The Business Manual talked with Imran Amed, Founder and CEO of fashion media company Business of Fashion about the high cost of fashion; about price inflation and the reforms needed in the supply chain. #fashion #priceinflation #supplychain #businessinsights

What the hell happened to the Victoria’s Secret Fashion Show? Once the Super Bowl of lingerie, the Victoria’s Secret Fashion Show had everyone glued to their screens for sparkly bras, inexplicably large wings, and the unshakable confidence that most of us could never attain while trying to avoid a wardrobe malfunction. But fast forward to 2024, and VS is barely a whisper in the fashion world. So what went wrong? Let’s break it down, because this is the perfect case study in what happens when you alienate your core customer base. For years, VS lived by the mantra: “If it’s not broke, don’t fix it.” Well, it turns out it was broke, but they only realized it after the runway crumbled under the weight of outdated ideas. The company’s decision to not stick to its ultra-narrow beauty standard (hello, angels!) when the world was shifting toward inclusivity is basically Business 101 of “How to Lose Customers and Alienate People.” From 2018 to 2023, Victoria’s Secret’s financial performance tells the real horror story or alienating your core customers. In 2018, the company was still a lingerie titan, but cracks were showing as revenue dropped by 2%. 2019? The show was canceled, and VS saw a staggering 7% drop in sales, feeling the pressure to offer brands embracing diversity, comfort, and, well, reality. Then came the pandemic – bad for everyone, but particularly devastating for a brand built on glitzy, in-person spectacles. By 2020, the brand lost nearly $1 billion in sales, and the executives seemed to realise, “Wait, people want to feel sexy in their underwear”? 2021 and 2022 didn’t get much better. They tried rebranding, swapping out the “Angels” for a “collective” of women who don’t fit the mold of a Victoria’s Secret model, but by then, customers had moved on. Financials? A brutal 20% decline over those two years. By 2024, they’d returned with a “reimagined” fashion show, but let’s be real, it’s hard to reimagine anything when you’ve spent the last few years ignoring your core customers. Victoria’s Secret is a masterclass in how to not respond to a market shift. What started as an empire built on stilettos and feathers is now limping along in the soft embrace of comfort and diversity. RIP, VS Fashion Show. You had a good run Victoria’s Secret & Co. #cx #fashion #brandvalues

Burberry ditches avant garde for accessible fashion after investors check out(25-2024)     bonyadi magazine            London fashion week’s biggest name hints at change of direction after struggling to win over high-end shoppers   Sometimes fashion shows are about what to wear to parties, and sometimes they are about money, national prestige, boardroom power struggles and the future of what was until recently one of Britain’s most valuable public companies           At Burberry, London fashion week’s biggest name, the clothes on the catwalk were clues as to the next chapter in an unfolding fashion industry drama       Burberry dropped out of the FTSE 100 this month with a valuation of £2.23bn, 56% down on what it was worth at the end of last year. In July, Joshua Schulman was installed as chief executive, a drastic attempt to reverse a long losing streak for the 168-year-old company             Schulman talks animatedly to a woman View image in fullscreen Burberry’s chief, Joshua Schulman, previously helped raised the profile – and profits – of the US brand Coach. Photograph: Hollie Adams/Reuters The arrival of Schulman, who boosted the profits and profile of American brand Coach with affordable handbags, pointed to a change of direction at Burberry, which has struggled to win over high-end luxury shoppers. Schulman is expected to attempt to take Burberry to a wider audience, which means lower-entry price points and design that is accessible rather than avant garde https://lnkd.in/dyQyfUqE