Victoria's Secret Era is over? Controversy hits brand in free fall before fashion shows

Shares of Victoria's Secret fell by 41% in 2018 due to widespread dislike and controversy surrounding brand marketing. The lingerie business seems to gradually lose the interest of its customers, as revealed by the Wells Fargo survey in 2017.

The survey revealed that consumers were disappointed by the brand, according to The New York Times. The results showed that 68% of respondents no longer liked the brand as much as in the past, while 60% called it "false".

Last week, Victoria's Secret drew major attention from marketing director Ed Razek's problematic comments about the brand's decision not to use a larger or transgender mannequin in their annual fashion show. He explained the brand markets to which they were selling.

"It's like, why does not your show do that? Should not you have transsexuals in the show? No, I do not think we should do it, "he said. Vogue. "Well, why not, because the show is a fantasy, it's a special 42-minute show, that's it."

Razek then apologized for this comment, which elicited negative feedback on all social media platforms. His statement stated that the mark would make a transgender model if they met the requirements.

Philippine supermodel Kelsey Merritt, New Zealand model Maia Cotton, American model Willow Hand, American model Iesha Hodges, Dutch model Myrthe Bolt and Ivorian model Melie Tiacoh parade on the runway of the Victoria & # 39; s fashion show Secret November 8, 2018 at Pier 94 The City of New York. TIMOTHY A. CLARY / AFP / Getty Images

Brand strategy experts claim that the brand's downfall lies in its marketing. Beyond the controversial comments and the inability to produce a full range of models, Paul Lejuez, retail analyst at Citi, said at the New York Times Other brands will overshadow Victoria's Secret because of their inability to build relationships.

"Victoria's Secret is losing market share to other brands because they are out of touch," Lejuez said. "The way marketing is done is disconnected. Women do not want to be seen as stereotypical sexy supermodels who buy lingerie just to impress men. "

The Victoria's Secret 2018 fashion show is scheduled to air on Dec. 2, with trendy models Gigi Hadid and Kendall Jenner, but even its musical guests and extravagant show do not seem to hold viewers. The special TV show has attracted only 5 million viewers in 2017, or 3 million less than Rudolph the red-nosed reindeer the same evening. In 2013, the parade attracted 9.7 million viewers.

Jan Singer, CEO of the lingerie division Victoria's Secret, resigned Tuesday. Denise Landman, CEO of PINK, is expected to retire by the end of the year. So what must the brand do to survive?

Buyers and brand leaders said at New York Times they want to support a company that celebrates diversity and embraces a realistic idea of ​​sex appeal.