The world-famous Victoria's Secret Fashion Show will officially no longer air on network
TV.
But could the move be a direct result of the brand's dwindling popularity?
Here's the real reason Victoria's Secret is canceling their televised show.
"It's the only thing like it in the world."
When Les Wexner, the CEO of Victoria's Secret parent company, L Brand, announced that the
company would be taking its trademark fashion show off broadcast TV, he offered little explanation
as to why.
But while Wexner may have been light on the specifics, his message seemed to hint that
things had been in the works for a while.
He wrote in a statement,
"Next time, we're gonna have it down pat."
If Wexner's memo is any indication, the brand will likely roll out even more changes ahead.
Numbers from the brand's 2018 show proved that the yearly event, which was once highly
anticipated, had simply lost its glittery appeal in the eyes of viewers.
"It was insane.
And being out there, is, ah!
I wanna cry."
According to Entertainment Weekly, the show saw its lowest ratings ever in 2018, thanks
to two notable changes that had been implemented since 2017; The show had jumped networks,
from CBS to ABC, and had adopted a new time slot, going from Tuesday night to Sunday night.
The result?
Viewership dropped from 5 million down to just 3.3 million.
Victoria's Secret used to be the most popular lingerie brand in America.
"It really just looks like every girl's dream."
But it looks like this store's lacy push-up ship has sailed.
In February 2019, L Brands announced that it would be closing 53 of its 1,143 locations
in North America, including both Victoria's Secret and standalone Pink stores.
According to CNN in early 2019, the company revealed that sales at stores open for at
least a year fell a staggering 7 percent during their last quarter.
Companies like Amazon and Aerie proved themselves to be direct competitors with the brand, with
GlobalData Retail reporting that Victoria's Secret had lost 3.8 million customers in two
years.
"All you have to do is be yourself."
"Choose you."
"And change the world."
Perhaps the show's decline in viewership could also be traced, in part, to the departure
of some of its most popular Angels: Miranda Kerr, Alessandra Ambrosio, and Adriana Lima.
In April 2013, it was reported that Kerr had been removed as a Victoria's Secret Angel
reportedly due to her quote, "difficult reputation."
However, Kerr told The Sydney Morning Herald that she had been the one to decide to leave,
claiming,
Ambrosio, who walked the Victoria's Secret runway for 17 years, announced she was hanging
up her wings in November 2017.
The model thanked her fellow Angels on Instagram, writing,
One year later, Lima also announced her departure from the brand after 19 years, walking in
what would be the end of the Victoria's Secret Fashion Show as we know it.
"I think there's always a day that you have to say goodbye."
Fashion is beginning to seriously reflect the diverse body types of real life women.
But Victoria's Secret has been slow to get with the program.
In 2017, supermodel Ashley Graham's lingerie collection, Addition Elle, made its New York
Fashion Week debut to rave reviews.
Graham used only plus-size models on the runway, something which fashion blogger Sarah Chiwaya
found refreshing.
She told AFP,
"I believe that every woman should have ample support, they should feel very sexy in their
lingerie and nobody should be excluded."
Rihanna also made a splash with her lingerie collection, Savage by Fenty, at 2018's New
York Fashion Week.
Much to the delight of fans, the show featured models of all shapes, sizes, and ethnic backgrounds,
including a pregnant Slick Woods, who reportedly walked in the show while she was in labor.
Rihanna told Elle,
So where does Victoria's Secret enter in on all of this?
"Every model in the world wants to be in this show."
According to The New York Times, a 2017 consumer study revealed that 68 percent of respondents
liked the brand less than before, while 60 percent felt the brand seemed quote "forced"
or "fake."
"I was last minute bra shopping for a holiday party, and I found myself in a mall and in
a Victoria's Secret store.
And I wondered why I was there."
CEO of ThirdLove, Heidi Zak, told the Times that she was inspired to start her company
after being discouraged by the lack of variety at Victoria's Secret.
And, according to ThirdLove customers, the new online retailer offered products they
had desperately been searching for.
Writer Blair Imani told the outlet,
"I feel secure in ThirdLove.
I love that they have [shades] for every skin color, not just beige…I don't feel like
I'm losing the feeling of being beautiful when I wear them."
"Ooo that's pretty good, right?"
Victoria's Secret may have pretty bras, but, as they say, looks aren't everything.
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