Victoria’s Secret Ditches the Runway for Film, but Will Consumers Care?

Victoria’s Secret (VS) is reviving its iconic fashion show but with a fresh approach. Instead of the traditional runway event, the brand is featuring women from diverse backgrounds worldwide in a full-length film called “Victoria’s Secret World Tour.” The movie aims to highlight the brand’s global reach and diversity and to appeal to a more diverse set of customers.

Raúl Martinez, the executive vice president and head creative director at Victoria’s Secret, stated, “This film is the ultimate expression of the Victoria’s Secret brand transformation. It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way. We are so honored to offer our platform and have it explored through the lens and artistry of global creatives who celebrate the individuality of women’s stories and perspectives.”

The brand’s press release expressed its commitment to promoting women’s voices, experiences and perspectives by producing a full-length feature film. The film will showcase various forms of creative expression, including art, culture, and musical performances, among others with the primary objective of the film being the ability to offer viewers a glimpse of what the brand calls the “VS20” behind the scenes.

VS20 is a group of “20 imaginative global creatives” tasked with creating four fashion collections inspired by the cities of Bogota, Lagos, London and Tokyo.

Chris Rupp, the chief customer officer of Victoria’s Secret, announced that the lingerie retailer will introduce a completely reimagined version of its fashion show. The brand has decided to deviate from its traditional display of models wearing angel wings. Instead, the new “show” will be prerecorded and available for streaming worldwide, and will culminate in a live event in the fall.

Why VS Is Ditching the Runway for Film

The provocative fashion show has been televised nationally since 2001, but its audience has been dwindling in recent years. In fact, the ratings for its 2018 show were the lowest ever recorded. The number of viewers declined from over 10 million in 2010 to just over 3 million in 2018.

Amid declining viewership, Victoria’s Secret’s relevance was called into question, which was further compounded by a series of controversies. One such controversy involved Ed Razek, the former chief marketing officer of L Brands, who faced criticism for stating that he did not believe “transsexuals” should be included in the brand’s fashion show. This statement ignited a long-overdue conversation about whether Victoria’s Secret needs to adapt to changing times.

In a May 2019 press release, Leslie Wexner, the CEO of L Brands, stated that the fashion industry is constantly evolving and that businesses must adapt, change, and grow to stay relevant.

But as consumers increasingly expect brands to embrace inclusivity and diversity in the fashion industry, they have become more vocal about their desires. This shift in consumer preferences has prompted brands to rethink their marketing strategies to reflect these values.

By producing a film that showcases women from diverse backgrounds worldwide, Victoria’s Secret is acknowledging the changing consumer preferences and attempting to appeal to a broader audience. The film aims to demonstrate the brand’s global reach and diversity, highlighting the unique perspectives and experiences of women from different cultures and backgrounds.

Furthermore, the decision to discard its display of models sporting angel wings and move away from the traditional runway event shows the brand’s willingness to adapt to the changing times.

In addition, the fashion industry’s growing competition, fueled by the rise of direct-to-consumer (D2C) brands and eCommerce popularity, has posed a threat to Victoria’s Secret’s dominance in lingerie. Newcomers such as American Eagle’s Aerie brand prioritize fit and empowerment, setting themselves apart from Victoria’s Secret. To counter these risks, the brand acquired AdoreMe, a D2C label, last year.

The Adore Me acquisition play

In early 2022, PYMNTS’ Karen Webster spoke with Nicolas Capuono, the chief customer officer of Adore Me, about the company’s emphasis on providing a seamless digital customer experience.

See also: Lingerie Space Gets Intimate With More Insights

“We’re a digital native brand,” he said at the time. “Since Day One [we’ve been] a true believer that the online experience can bring something very new to the customer. What we do is reinforce … the shopping experience itself on the website, trying to make sure that the customer has the best knowledge about the product and our value prop during the two, three, four, five minutes [they give] us.”

In November 2022, Victoria’s Secret acquired the D2C brand for $400 million in cash.

Through the acquisition, VS revealed plans to leverage Adore Me as a growth channel and provide access to a new cohort of consumers that would complement the retailer’s existing clientele base.

See also: Victoria’s Secret Acquires Adore Me to Expand Digital Offerings

At the time of acquisition, Adore Me boasted more than 1.2 million active customers and used a sophisticated proprietary technology platform to offer unique customer experiences, including the “Home Try-On” feature which is noted to be a personalized experience that has resulted in a high rate of customer retention, as well as monthly subscription options.

Will dropping the runway show work for a brand that has spent decades marketing its sex appeal? Is the fashion show a pivotal element of the fashion industry consumers have been waiting to see evolve? Better yet, do consumers still care? The upcoming Victoria’s Secret World Tour and live fashion event this fall will shed light on the impact of these changes.