Valentina Sampaio

---

(l-r) Simon Lifschitz, Olivia Sang, Laura Rakhman-Kidd and Ali Tate Cutler

This Week was a big one for the lingerie industry.

Victoria's Secret - house, the incredibly shaped, weak-clad Supermodel - today is The First "plus-size" model to grace its business in its 42-year history.

As part of a campaign with the British lingerie company blue Bella, the US underwear giant, with a body-positive activist Ali Tate Cutler in shops in addition to transgender model Simón Lifschitz Can.

It is a Far Cry for a company that had, in The Words of the now deceased chief marketing officer, Ed Razek, no interest, with "plus-size" or transgender-Models , which means the septuagenarian as a "transsexual".

the reaction to The Victoria's Secret-blue Bella campaign under the title #love your self, was surprised.

model and influencer Elenna Owen, 22, said at The Launch of the Victoria's Secret Bond Street store in London,: "Victoria's Secret Models are usually very thin and tall and in The Past they made a big deal about not using other types of Models . "

Out with the old? Viewers of "the Victoria's Secret annual show hit a record low in The Past year

"to be honest, I was never interested in Victoria's Secret because I'm more on the curvy side myself and it is not really related to me.

"But I would now more open and in General . When brands celebrate curvier women, I Am more inclined to shop there. "

Could it be that Victoria's Secret is finally representative of all women of all body types?

'Slowly'

The answer is not quite.

Ms Tate-Cutler, a UK Size 14 and 16, and Can Simón Lifschitz blue Bella, not Victoria ' s Secret are employed.

A recent campaign for Victoria's Secret ran with the Models as Long as Van Doorn was also a collaboration, This Time with the LA-company For love & lemons.

And while the Victoria's Secret's sister brand, Pink, used his first trans model in this year, When it hired Valentina Sampaio , the greater lingerie group is not really to commit to a fundamental change has taken place in the industry.

The Company was to implement "slow meaningful change," said Citigroup analyst Paul Lejuez, who said that "cultural norms" were "shifting away" from Victoria's Secret.

love & lemon campaign, the Victoria's Secret" described as a "north star" in terms of where its marketing Position, was only launched in September.

Katherine Carter, a fashion and retail analyst with the help of which you Edited, says that women who want to be inspired, now more comfortable, softer, and natural-shaped underwear that the popularity of the athleisure.

as Long as Van Doorn featured Victoria ' s Secret collaboration with For love & lemons

"styles such as bralettes and triangle Bras put on in the foreground, whereas push-up Bras and balconette are Bras used to be the drivers of the market," says Mrs Carter.

UK retailers have, for example, equipped with 39% more triangle Bras in this year compared to the year 2018.

the changes in Society also affect what women want to see, from the retail, including the #metoo movement, the momentum in 2017, following widespread allegations of sexual abuse against Film Producer Harvey Weinstein ,

Ms Carter says that the women-empowerment "eclipsed outdated ideal of what is sexy".

she says, it is "about women, the clothes for themselves [and] no longer need to conform to the stereotypes of lingerie".

Maria Stockova, 26, from the Czech Republic, says that Victoria's Secret" is "sometimes sexy". She is a fan of the brand and she was happy to see Ms Tate Cutler in your business ", because I'm not thin".

'Evolution'

John Mehas, Victoria's Secret-the new CEO - its third in three years - taken at a recent investor day, The Company needs to develop.

Although, When asked how he was, the positioning of The Company in front of this background, his answer was a little garbled: "The feedback that we get from The Social component of The Business and the #metoos and some of all that kind of blended All Together , we go to the answer. "

John Mehas is Victoria's Secret, the third CEO in three years,

is influenced by The lack of clarity about your marketing-Sales at Victoria's Secret.

It is still a great brand, with the last year, Sales reached $7. 3bn, but its like-for-like store Sales - The Boost that a trader gets by the opening of new branches were in the wrong direction for some time to ignore it.

In contrast, brands that have fully flourished with all sorts of women in their marketing,.

Aerie, the clothing company that launched in the possession of American Eagle Outfitters, a campaign in the year 2014 with the Models without airbrushing. There is a 16% increase in like-for-like Sales for the three months to 3 has been recently reported. August - the 19th consecutive quarter of double-digit growth.

Who Victoria is?

Victoria is not just a name to sell The Company , underwear. It is A Collection of ideas about who The Company 's customers, according to Mr Mehas.

He said: "it is designed college. Her parents are French and English . we've updated them a little. She is a USC film student now, and not completely in Oxford.

"she's a fabulous life, she traveled around The World . and she is in her late 20s, really in her early 30's, open to The World , has a lot of friends. "

A tangible thing, Victoria's Secret power, "re-evaluation" of its eye-catching annual Fashion Show , which is famous for The Procession of so-called "angels" wings, high heels and underwear.

The TV catwalk show, once went to the audience of the 12. 4 million, pulled in only 3. 3 million viewers in the year 2018 - a record low.

Savage X Fenty, the lingerie line from Rihanna celebrates all body types

It has overtaken, in recent years, from the Savage X Fenty, the lingerie line of singer, actress and business woman, Rihanna, their events present a great selection of body-types.

turmoil

Perhaps one of the reasons that Victoria's Secret has struggled to find his way in the last few years, the restlessness within and outside The Company .

to reveal As you ready to #love your self campaign with the blue Bella, it turned Out that Victoria's Secret executive vice president of stores, Brings April, was getting a divorce.

The Company also said it will layoff about 15% of the employees at the Ohio headquarters.

Then there's Jeffrey Epstein .

in the late American financier, billionaire, founder and chief executive of L Brands, the parent company of Victoria's Secret.

He died in jail in August while awaiting trial for sex-trafficking charges in August .

L brands billionaire founder Les Wexner (L) and Victoria 's Secret is made of the former marketing chief Ed Razek (R)

L Brands" investor day last month, Mr. Wexner is clear that he was eager to move forward - such as Victoria's Secret.

Mr Mehas assured the shareholders that they will start soon "to see an evolution".

"For us it is very worrying about this valuable brand was built, over the course of 30-40 years," he says.

The Campaign , with blue Bella could give, Victoria's Secret, a much-needed injection of energy.

Kate Ormrod, lead retail analyst at The World data said it was a "good step" for The Company .

"But maybe it's a little late in The Day . "

Victoria's Secret rejected a request for an Interview .

retailing, victoria' s secret, companies, fashion

Source of news: bbc.com