Victoriaʼs Secret brand canceled annual show for the first time in 25 years: what happened
'22.11.2019'
Source: Lenta.ru report
The American Victoria Xs Secret lingerie brand for the first time in 25 years has canceled the traditional annual Victoriaʼs Secret Fashion Show.
The cancellation was announced by Stuart Burgdorfer, CFO of L Brands, which owns the firm, writes “Lenta.ru report".
According to him, the organization plans to revise brand positioning. In addition, he noted that in recent years the number of viewers of shows has decreased significantly and the event had practically no effect on the sale of linen.
“We will continue to interact with customers, but in terms of scale it will be something else, not like a fashion show,” he said, adding that the Victoriaʼs Secret Fashion Show was “an outstanding marketing achievement.”
On the subject: Lingerie of shame: why Victoria's Secret stores are closing in the US
Victoriaʼs Secret shows have been held annually since 1995.
They were attended by some of the most popular models in the world, including the so-called brand angels who advertised lingerie and walked onto the podium with wings behind their shoulders - Lily Aldridge, Stella Maxwell, Sarah Sampaio, Josephine Skriver, Barbara Palvin.
Since 2001, the show has been broadcast on American television.
