Yet again, I tuned into the livestream of the Victoria’s Secret fashion show. Models, athletes, and influencers walked down the runway, showing off a mixture of fantasy looks along with retail ready ensembles. The big flowing hair was back. The wings were in so many shapes. And the smiles were ever-present. As I watched the runway show, it made me think about what Victoria’s Secret was getting wrong for so many years. They thought their main customers were men.
What Victoria’s Secret is doing now is refining their marketing (and yes the fashion is still just marketing) to reach their real consumers. It is about focusing on what women want. And the women who shop at Victoria’s Secret. Now the show and celebrations around it center women. Female influencers are invited to create content. The guest list is largely women. The musical acts are women. And of course, the people buying the creations are largely women.
While some will argue that the current iteration of the show is still centered on the male gaze. I would argue that it is getting closer to what the women who shop with them want. They want glamor and they want fun. They want their bras to make them feel good. Dare I say, they want to feel sexy? Even if it’s just for themselves and for no one else.
Did you watch the fashion show? If so, what are your thoughts?
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