The famous annual Victoria's Secret parade has been canceled. This was announced by the chief financial officer and executive vice president of L Brands - matrix of the lingerie firm - Stuart Burgdoerfer , who explained that the decision has been made because they believe that "it is important to evolve the marketing" of the firm.
"No, we will communicate with customers, but nothing I would say is similar in magnitude to the parade. Given the decline in performance, we have substantially withdrawn capital investment in that business while focusing on ensuring that our merchandise resonates with the customers, "Burgdoerfer explained when asked about the cancellation of the parade.
The decision comes after the brand announced last May that the famous parade was not going to be broadcast on television. It was then that Lex Werner , chief executive of L Brands , said that broadcasting the parade on television was no longer "the right channel" and that they would give a "new style to the show . "
It is the chronicle of an announced death of a lingerie firm that has been losing customers as brands such as American Eagle Outfitter Aerie have become much cheaper. The Victoria's Secret crisis began when marketing director Ed Razek said in an interview for Vogue that the firm was not going to include transgender models or large sizes in its parade .
And it is that while firms like Oysho, H&M or Zara modernize their image based on inclusive campaigns applauded in networks, the lingerie firm seemed to turn on the audience based on controversial statements. It was the first drop of a storm that was followed by the resignation of its CEO, the closure of more than 502 stores or the worst audience data for its parade, which failed to save the best models in the world.
To this we must add that the audience of an event that a few years ago was a television event has collapsed in recent times. Last year's parade was seen by 3.3 million Americans compared to the 12 million who saw it in 2011 when it was first broadcast.
There will no longer be the angels' wings, nor the rhinestones, nor the luxury, nor the show. The Victoria's Secret parade, which has been held since 1995 and that has gathered the most coveted models in the world, hangs its wings, something that is not caught by surprise, as some of its models were clear that this was going to happen.
It was Shania Shaik who leaked the cancellation a few months ago ensuring that "unfortunately the Victoria's Secret show will not take place this year." "It's something I'm not used to, but I'm sure it will happen again. This and convinced that they are thinking of new ways to develop the catwalk because the best show in the world, " he said in an interview for Daily Telegraph.
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