Victoria’s Secret must overcome a credibility gap if it’s going to win women over. Its AerieReal campaign did away with airbrushing photos back in 2014. And American Eagle Outfitters, Inc.’s Aerie is already seen as a younger-focused, more approachable retailer. The pop star transformed the beauty industry with 40 - now 50 - different shades of foundation she did the same for undergarments with a bold color palette to flatter every skin tone and size. Other brands, such as Rihanna’s Savage X Fenty lingerie line, still feel more authentically inclusive. It won’t be easy getting rid of the sexpot image that the retailer peddled for so long. New competitors such as ThirdLove and CUUP have sprung up to meet shifting consumer needs.īut such a sweeping makeover for Victoria’s Secret risks looking like a cynical marketing ploy. Underwired bras are being replaced by less structured bralettes, and the rise of athleisure is making sports bras less about the gym and more about the everyday. Meanwhile, the company has been running up against fashion trends. The about-turn sends a powerful message that the old Victoria’s Secret is no more. With their multi-faceted identities and activist campaigns, the VS Collective shatters the one-dimensional view of beauty offered by the Angels. The group will take part in a podcast hosted by the oldest member, 49-year-old Amanda de Cadenet, as well as advise the company and feature in its advertising. There’s also actress Priyanka Chopra Jonas, 17-year-old world champion skier Eileen Gu and model and former child refugee Adut Akech. Alongside her are plus-sized model Paloma Elsesser and transgender model and actress Valentina Sampaio - both of whom have already worked with the brand. The most high-profile member of the seven-strong Collective is professional soccer player Megan Rapinoe. It’s a brave move, but will it sell bras? With America’s biggest lingerie retailer preparing for life as Victoria’s Secret & Co., a standalone company spun off from parent L Brands Inc., that is the $5 billion question. The hope is they will help Victoria’s Secret reconnect with female shoppers who’ve grown tired of the brand’s narrow standards of beauty. Out go the supermodel Angels, in comes the VS Collective, a group of women recognized for their accomplishments and opinions. Major Brands has been the Indian partner for various international brands including Aldo, Aldo Accessories, Bath & Body Works, Charles & Keith, Beverly Hills Polo Club, Call It Spring, Inglot, La Senza.Īmerican lingerie brand Victoria’s Secret Beauty is also known for its fragrances and accessories portfolio.The secret is out: Victoria has a bold new look. “While the brand enters the market with a digital focus on the beauty business, Victoria’s Secret and Major Brands have confirmed plans to launch full assortment lingerie brick and mortar stores in Mumbai in Summer, 2022,” the statement added The beauty e-commerce store in India will for now house the brands fragrances portfolio including, Natural Beauty Body Care, Mist Collections, accessories, and PINK beauty collections. “The online platform will be launched in India, exclusively in partnership with franchisee retailer Major Brands (India) Pvt. The platform was officially launched on Monday. Victoria’s Secret, the leading intimates specialty retailer, is making its foray in the Indian market through the launch of its beauty e-store in collaboration with Major Brands (India).
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