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NEW YORK (NY) – The truth is this: The Victoria's Secret Parade, barely dressed, has attracted only 3.3 million viewers in the US year-round last, compared with 9.7 million in 2013.
Not surprisingly, the annual spectacle of glitter, cleavage and pop music is no longer broadcast on the television network after a decade.
The announcement was made in a memo from Mr. Leslie Wexner, general manager of Victoria's parent company's Secret, L Brands. He added that the company has "taken a fresh look at all aspects of our business" in recent months, and stressed that the brand "must evolve … to grow."
"With that in mind, we decided to rethink Victoria's traditional Secret fashion show," he wrote. "In the future, we do not believe that network television is the ideal solution." The company will develop "a new kind of event" on different platforms.
This decision comes as Victoria's Secret, the largest lingerie company in the United States, is striving to reorganize its image and that interest in this once-major television event has been collapsed.
The show aired for the first time in 2001 with a special show of one hour on ABC. It has attracted millions of viewers who watched supermodels scroll past high-heeled tracks, crystal-encrusted lingerie and gigantic wings, as well as musical performances by stars such as Taylor Swift, Spice Girls and Lady Gaga.
Some criticized the show for objectifying women. But many considered him a marketing genius – an advertisement for the Victoria's Secret brand presented as a special show in prime time.
But these days are over. The number of viewers of the show has been reduced by about two-thirds in five years.
The event drew unwanted attention last year, when Mr. Edward Razek, marketing director of L Brands, was caught in the heat of criticism he had made about casting and transgender models.
"So it's like, why are not you 50 years old?" he said, referring to the size, in an interview with Vogue. "Why are not you 60 years old? Why are not you 24 years old? It's like, why does not your series do that?
"Should not you have transsexuals in the show?
"No. No, I do not think we should, well, why not, because the show is a fantasy.
"It's a 42-minute special show."
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