Victoria Secret – Angels and Demons

The Hulu documentary “Victoria Secret: Angels and Demons” opens with a backstage scene, just before the lingerie company’s annual fashion show is scheduled to start. As scads of photographers mill about, the so-called Angels—the brand’s supermodels—grin and pout for the cameras, their barely-covered bodies clad in a rainbow of satin and lace. At the show’s peak, it was broadcast to millions of viewers worldwide and starred icons like Gisele Bundchen, Heidi Klum, and Tyra Banks.

But the brand began to lose its luster in recent years, as same-store sales slipped and viewership of the fashion show declined. In 2018, the chief marketing officer of parent company L Brands, Ed Razek, made controversial comments about transgender and plus-size models that sparked backlash. He later apologized, but the damage was already done.

In the year after Razek’s remarks, Victoria Secret saw its first decline in same-store sales since the 1980s. It also cut its earnings forecast for the year and resorted to heavy discounting in stores to attract shoppers. The brand’s teen-centric sister line Pink also faced declining sales, with some parents complaining that the over-sexualized ads were damaging their daughters’ self-image.

Despite the challenges, the brand has managed to stay relevant and connect with women by expanding its product offerings. They’ve also embraced diversity and inclusivity as a way of attracting and connecting with their target audience. They offer a variety of bra sizes, colors, and styles to appeal to different segments of their audience. This allows them to reach more people and provide a better customer experience.

By incorporating more gender-neutral language, victoria secret has been able to shift the conversation around what it means to be a woman. This is a major change from the company’s past messaging which emphasized sexy and sexually desirable women as the standard for beauty. They’ve also diversified their models and hired more non-white women to create more inclusive campaigns and videos. This has helped the brand to build trust among its female customers and gain a competitive advantage over other lingerie brands.

To understand their ideal customers, victoria secret conducts market research and utilizes data analysis. They use this information to identify the lifestyle choices and shopping behaviors of their target audience. They then develop products and marketing campaigns that reflect these trends. This helps them to reach a wider audience and create more effective marketing strategies.

Victoria Secret’s core target audience is women between the ages of 18 and 34 who are interested in fashion, beauty, and self-care. They lead active lifestyles and value quality and luxury in their lingerie and beauty products. In addition to this, they are willing to spend money on products that make them feel confident and empowered.

In order to attract and retain their customers, victoria secret has focused on improving their customer service and creating more inclusive and authentic marketing campaigns. They have also expanded their product offering to include outerwear and sleepwear, which are more profitable than lingerie and underwear. By doing this, they have been able to attract more diverse audiences and increase their revenue.