The brand spends millions of dollars on an annual televised fashion show.Victoria’s Secret’s image is under pressure. The brand currently controls 35% of the lingerie market and has posted quarter after quarter of same-store sales growth. But Victoria’s Secret has recently fallen on hard times. Several key Angels, including Karlie Kloss and Doutzen Kroes,have left the brand. Start-ups like AdoreMe are poaching top designers and offering similar products at cheaper prices. Plus-size customers are petitioning executives to offer larger sizes. And Lane Bryant took aim at Victoria’s Secret’s models in a recent ad campaign.
The brand famously hires 10 famous models to represent its brand as “Angels.” It also spends millions of dollars on a televised fashion show, complete with diamond-encrusted bras and performances by Taylor Swift.
The brand faced widespread backlash for its “Perfect Body” ad last year, which featured a row of stick-thin Angels dressed in lingerie. Customers complained that Victoria’s Secret was promoting false stereotypes of beauty. The company eventually apologized for the ad.
Consumers are also pressuring Victoria’s Secret to offer larger sizes. The largest panty size it offers is XL, or equivalent to a size 16. The fashion industry defines plus-size clothing as sizes 12 to 24, though many retailers offer up to a size 28 to meet demand. Bra sizes are inconsistent. Some styles are offered up to a D, while others go up to a DDD. Still, many women feel they don’t have a good selection at Victoria’s Secret.
Plus-size brand Lane Bryant took aim at Victoria’s Secret in a new lingerie campaign called “I’m no angel.” Lane Bryant’s ads aim to “celebrate women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful core message: ALL women are sexy,” the company wrote in a news release. Lane Bryant The “I’m no Angel” campaign embraces women of all sizes. The plus-size retailer’s ads feature notable plus-size models and encouraged users to tweet photos with the hashtag #ImNoAngel.