Angels won't fly: Victoria's Secret canceled annual lingerie show for the first time in 25 years
American brand of women's underwear Victorias Secret for the first time in a quarter of a century decided cancel the traditional annual Fashion Show... This was announced by CFO Stuart Burgdorfer.
The brand decided to save money on the show of "angels" due to the financial crisis that befell the company. But she intends to reconsider her attitude to the positioning of the brand's products.
In recent years, Sewart said, the number of viewers at fashion shows has decreased significantly, and therefore it has become difficult to consider the costly grandiose show of "angels" as profitable - the show has almost no effect on real sales of new lingerie.
Instead of showing, the brand plans to come up with new ways of communicating with customers. Sewart, however, noted that the Victorias Secret Fashion Show was a great find for marketers and an outstanding achievement for the company. But the time of unreasonable spending on the show has passed, modernity requires other forms of presentation of new products.
Victorias Secret shows have been held every year since 1995. The most famous world models took part in them - Lily Aldridge, Stella Maxwell, Sara Sampaio, Josephine Skriver, Barbara Palvin. Since 2001, the show has been televised in the United States and has attracted large audiences.