Victoria’s Secret finally cleaning up their image!
Three cheers for Victoria’s Secret CEO Sharen Jester Turney, who has recently went on the record to say that Victoria’s Secret image is ‘too sexy’. I am so sick and tired of women’s sexuality being shoved down our collective throats.
I’ve been complaining for ages that instead of marketing practical bras for women of every breast size, they actually sell the myth that Victoria’s Secret bras will make your bust look bigger.
If you randomly asked a big-busted woman where she buys her bras, I can almost guarentee that it won’t be Victoria’s Secret. Not since Junior High school, at least. (Disclaimer: never, ever ask a stranger where she buys her bras, unless you want to get clocked in the nose.)
Let me also add that Victoria’s Secret seems to be where high school and college-age women purchase their lingerie to feel ‘sexy and grown up’. But I don’t honestly believe that any grown-ups – sexy or not – are purchasing anything there.
Here’s a quick excerpt of an article that highlighs the history of the brand:
“In the 1990s, professional women shopped the pastel-painted stores for colorful, European-inspired lingerie, supplementing underwear wardrobes previously filled with black, white and beige styles. Soft music played in the background while saleswomen discreetly offered help.
But over time, Victoria’s Secret adapted to a changing culture. Women began wearing camisoles and bustiers as outer garments, the growth of the Internet made skin-baring photographs ubiquitous, and teen pop stars such as Britney Spears gyrated on stage in revealing costumes.
One reason Victoria’s Secret got off track, Turney said, was the success of its Pink brand, which launched in 2002 and aimed to introduce college students to Victoria’s Secret stores. Pink has grown tremendously; in October, an executive said it would probably reach $900 million in sales for 2007.
But as teens and 20-somethings snapped up Pink underwear and pajamas, too many other product lines at Victoria’s Secret shifted to target that same customer, Turney said.
Today, Victoria’s Secret stores are lacquered black, with neon-pink accents and oversize images of scantily clad models. Pounding music pumps through the loudspeakers. Malls endure protests from parents who are outraged by window displays that feature suggestively posed mannequins.
Although basic colors and styles still account for much of the Victoria’s Secret bra business, new merchandise lines, such as one from French lingerie brand Chantal Thomass, are far less modest than older fashions.
The word “sexy” is everywhere: on the “Very Sexy” makeup and bra lines, on the “Sexy Little Things” room of risque underwear and on the chain’s Valentine’s Day list of “What is Sexy.” (Victoria Beckham and Dallas Cowboys quarterback Tony Romo made the cut this year.)
Older shoppers have noticed the brand’s orientation toward a younger, flashier look. They don’t want the merchandise to become dowdy, but their image of “sexy” is more refined.
“As a customer over the years, I believe their trend toward a youth-oriented pop style is anything but sexy,” says Cecil Van Houten, a 53-year-old shopper from Bath, N.Y.
While purchasing perfume at a Victoria’s Secret store with his wife recently, Van Houten noticed that most of the display area “was taken up by product that looked as though it were designed for teenage girls rather than adult women.” The rest of the merchandise, he says, “varied between trashy and uninspiring.””