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Dive Brief:
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A film titled “Victoria’s Secret World Tour” will be streamed internationally and culminate in a live fashion event this fall, the intimates retailer said Tuesday.
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A group of 20 creatives will conceive four fashion collections from Bogota, Colombia; Lagos, Nigeria; London and Tokyo, and “showcase their work alongside iconic custom Victoria’s Secret designs,” according to a press release.
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The brand ended its once-iconic fashion show in 2019 as criticism of its marketing heated up and as the #MeToo movement gained strength.
Dive Insight:
In March, executives said the Victoria’s Secret fashion show would return some time this year. The company is paving the way for its comeback with a film and worldwide tour emphasizing how different this one will be.
"This film is the ultimate expression of the Victoria’s Secret brand transformation,” Victoria’s Secret & Co. Head Creative Director Raúl Martinez said in a statement. “It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way.”
Chief Customer Officer Chris Rupp said the upcoming fall event will be “a completely reimagined version of the fashion show.”
The brand has struggled to repair its reputation, and some analysts say it has a ways to go to be competitive in today’s landscape. Still the market leader in lingerie, Victoria’s Secret nevertheless in recent years lost market share to DTC upstarts and the likes of American Eagle’s Aerie brand, which all have emphasized fit and empowerment, sometimes directly contrasting themselves with their larger rival. Victoria’s Secret itself hedged its bets last year by acquiring DTC brand AdoreMe.
via https://www.aiupnow.com
Daphne Howland, Khareem Sudlow
