Angels will not fly: Victoria's Secret for the first time in 25 years canceled the annual display of underwear
American brand of women's underwear Victorias secret for the first time in a quarter century decided cancel the traditional annual Fashion Show. This was announced by Finance Director Stuart Burgdorfer.
The brand decided to save on the show of “angels” due to the financial crisis that befell the company. But she intends to reconsider her attitude to the positioning of brand products.
In recent years, Sewart said, the number of viewers at fashion shows has substantially decreased, and therefore it has become difficult to consider the costly grandiose show of "angels" - the show is almost not reflected in real sales of new underwear.
Instead of showing, the brand plans to come up with new ways of communicating with customers. Sewart, incidentally, noted that the Victorias Secret Fashion Show was a successful find by marketers and an outstanding achievement of the company. But the time of unreasonable spending on the show has passed, modernity requires other forms of presentation of new products.
Victorias Secret shows have been held every year since 1995. The most famous world models took part in them - Lily Aldridge, Stella Maxwell, Sarah Sampaio, Josephine Skriver, Barbara Palvin. Since 2001, the show has been broadcast on television in the United States and has attracted large audiences.
