End of an era? Due to declining business, low viewership and lack of diversity, Victoria’s Secret cancels its annual fashion show

By Malvika Mistry

on November 22, 2019

Yes, you heard that right. The luxury lingerie brand, Victoria’s Secret officially cancelled its annual fashion show due to the declining business, low viewership and lack of diversity faced by the ailing company. The brand’s parent company came out to give an official statement about the same on Thursday, November 21 saying the decision was part of a move to “evolve the messaging of (the company)”, reported Fortune.

CFO, Stuart Burgdoerfer announced that they will still be communicating with the masses but there would be nothing coming up similar to the magnitude of the show, 'We will be communicating to customers, but nothing similar in magnitude to the fashion show.' "But you can be sure we’ll be communicating with customers through lots of vehicles including social media and various, more current platforms,” he added.

CC: Victoria’s Secret Instagram

Earlier in July, the brand's model Shanaina Shaik leaked the news of show getting cancelled. The company refused to give its comments on the same back then.

The company has been facing a steady decline in sales since the year 2016 and 2018’s fashion show received the worst ratings in its broadcast history. It was the same year when the brand's former Chief Marketing office, Ed Razek faced a backlash for his comments on the non-inclusivity of transgender and plus-size models.

The brand has been losing customers as more women shift to more contemporary underwear from companies such as American Eagle Outfitter’s Aerie and pop singer Rihanna’s lingerie line, Savage X Fenty. More than 53 Victoria’s Secret stores are set to close in the United States this year.

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A post shared by badgalriri (@badgalriri) on Oct 31, 2019 at 8:54am PDT

Victoria’s Secret had its association with big names and top models like Gigi Hadid, Kendal Jenner, Winnie Harlow amongst others. It started its annual fashion show in the year 1995 and it’s the first time in 24 years that it has been stood cancelled.

Well, what are your thoughts?

(Source- Fortune)