A well-known lingerie manufacturer decided to move away from body positivity due to falling sales (3 photos + 2 videos)

This is what life-giving capitalism does!







The world-famous and largest lingerie manufacturer in North America (20% of the market), Victoria's Secret, has decided to move away from the inclusive agenda with body-positive and transgender models and return to its roots.

Until recently, the brand positioned itself as a manufacturer of the sexiest lingerie and organized fashion shows (“Angel Show”) with girls of model appearance. In 2019, the company moved away from its overall marketing strategy and began launching advertising campaigns with LGBT athletes, transgender women and people of different ethnicities who, frankly, looked in the sexiest lingerie

disgusting

not sexy at all.



At first, this did not affect revenue so much; there was Covid and the market was just recovering. However, this year revenue dropped by 5% to $6.2 billion (compared to 2022). Now the company has decided to return its pompous and glamorous shows, which it abandoned earlier. True, with a small amendment. The brand is not going to completely move away from inclusivity. Now the company will look for overweight and transgender, but beautiful models who would look more or less tolerable in lingerie.

Due to the innovations, the company plans to earn $7 billion next year. According to experts, this is unlikely to be an achievable goal. And it’s not just a matter of flirting with the newfangled agenda, but also competitors who are also not sleeping.



This is what "Show of Angels" looked like originally

Let us remind you that this is far from an isolated case for Western companies. The most striking example is the beer manufacturer Bud Light, which launched an advertising campaign with a transgender person. And if the target audience of Victoria's Secret is, for obvious reasons, more prepared for maneuvers with identity, then with beer everything turned out to be a complete disaster. Sales of one of the most popular foam brands in the United States fell by 30-50%. As a result, the company also had to change its strategy and return to its roots - instead of a grimacing transgender person, show good old America in advertising.

The same commercial with horses, villagers and traditional American values

Now look at the contrast between the two commercials