Victoria’s Secret started organizing a fashion show in 1995, after only 2 years, the program quickly attracted the attention of celebrities and the public. Victoria’s Secret Show is not only a place where brands launch new designs but like a lavish and sexy party. Yet the viewer ratings fell sharply to an incredible level. The program with the highest viewer milestone belonged to the past a long time ago, in 2001 with 12.4 million views. W magazine rated Victoria’s Secret show in 2018, the lowest in history. According to the TV by the Numbers report, the broadcast at 10pm has a total view count of only 3.27 million views. 2017 is also not too high but still better with 4.98 million views.
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The highlight of every Victoria’s Secret concert is the appearance of Fantasy Bra. This internal ministry is the trump card, becoming the dream of all angels. Fantasy Bra is super good, encrusted with diamonds, crafted every year and cost millions of dollars. It is worth mentioning that the design of Fantasy Bra is more and more passive, resulting in a decrease in indentation value. No set of medical personnel has passed Red Hot Fantasy Bra since 2000 for $ 15 million (about VND 340 billion), attached 1300 diamonds and ruby stones. The Guinness Book of Records recognizes this as the most expensive medical practice.
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Meanwhile, Dream Angels Fantasy Bra, vedette of Victoria’s Secret Show 2018 only cost $ 1 million (about 23 billion). The design of the outfit is simple, even the label creates a “dupe” version for business. At the end of November 2018, the same model of Fantasy Bra was sold for $ 250 (about VND 6 million). This reflects the brand’s financial problem as well as the idea of exhaustion. Not only that, only now Heavenly “70” Fantasy Bra in 2004, was wearing supermodel Tyra Banks to find the owner after the end of the night, the rest were removed diamonds and gems. A momentary flash of luxury.
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Victoria’s Secret builds the image of angels to represent the brand and makes them idealistic. Obviously, the brand’s stereotype has a common denominator, slim body and hot and charming body. Undeniably this image has created its own character and appeal for Victoria’s Secret, but it also faces criticism when propagating a fantasy-only model. They did not recruit transgender people or models with oversized bodies because they did not fit the image that the brand set.
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To save the image, earlier this year, Victoria’s Secret chose a model with plump beauty, a standard deviation from its previous criterion, Barbara Palvin. At the same time, a fat model with a 74 cm waist, Lorena Duran photographed the latest lingerie. However, this action is not enough to change an existing system from the beginning of branding.
This also makes Victoria’s Secret models feel cramped. In 2015, angel Karlie Kloss announced to leave to focus on studying. But then, in an interview with the beauty, she expressed, “What people are trying to express is not me, nor is it the message that I want to talk to girls and women around the world. about the meaning of beauty ”.
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Not only does it create a “heavenly” image, Victoria’s Secret also faces criticism when abusing female bodies. In 2013, Kylie Bisutti – winner of its online modeling contest and striding on the stage of Victoria’s Seret in 2009 shared: “I get paid to undress and sexy before the guys. he. When I couldn’t take it anymore, I felt like a piece of meat. I was completely depressed, bewildered, and realized that I didn’t want to model anything like sex. ” She added that she was in her room and prayed, “God, why did you give me the Victoria’s Secret, if I knew it made me like this”.
Although the brand later voiced that Kylie Bisutti only wanted to create scandals to speak out, the Victoria’s Secret name was compromised in the public eye.
Also in 2013, Victoria’s Secret released the Pink collection for young girls. Parents with children aged 13 to 16 have strongly protested. They claim that the slogan “Bright Young Things” is stuffing depraved thoughts, promoting sexuality under the age of members. When preparing to launch the product line, Chief Financial Officer Stuart Burgdoerfer said: “What does a girl turn 15.16 want? Of course I want to be beautiful, ‘play it’, and be as charming as college girls. That’s one of the miraculous things that Pink helps you. ”
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And yet, Victoria’s Secret was also “stoned” because of racist internal medicine. Previously, in 2012, Karlie Kloss wore leopard print clothes combined with red leather fur hats. Native Americans condemned the suit because it was an act of disrespect for the cultural value of a white woman wearing a sacred fur hat.
Or once this brand was accused of using juvenile labor, an inhumane act worth being condemned. Bloomeberg news agency reported that most of the brand’s cotton-made products are made from garment factories with young workers. Bloomeberg tells the story of 13-year-old Clarisse as a testament to the exploitative labor force. Clarisse had to dig ground by hand at least 500 rows of cotton fields every season but could only eat one meal a day, being beaten by the owner and not being paid.
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It turned out that the peak period of Victoria’s Secret had stopped around the early 2000s and the sign of retreat was becoming more apparent. Can this inner-billion-brand brand regain and once again prove its position?
