Victoria’s Secret created headlines when it ditched its “hyper-sexualized” image. One move the brand made in its new front was signing American professional soccer player Megan Rapinoe to an endorsement deal.
But Victoria’s Secret recently revealed horrible business news in the wake of their controversial decision.
Rapinoe is a former midfielder for the United States Women’s Team who made several headlines during the most recent World Cup due to her outspokenness about political issues, especially the national anthem.
The new models, which included plus-sized and transgender women, gained favorable reviews from online critics [but] never translated into sales,” according to a report from Fox Business.
According to numbers, “the lingerie’s brand projected revenue for 2023 is $6.2 billion,” which sounds impressive until it’s revealed that’s five percent lower than last year, and even lower than 2020 when the brand hit $7.5 billion in revenue.
In 2021, Rapinoe called out what the brand had been before the revamp, according to Fox Business. She said it sent a “really harmful” message that was “patriarchal, sexist, viewing not just what it meant to be sexy but what clothes were trying to accomplish through a male lens and through what men desired.
“And it was very much marketed toward younger women,” she said.
Chief executive Martin Waters admitted the new initiatives weren’t profitable for the company.
“Despite everyone’s best endeavors, it’s not been enough to carry the day,” he said, according to Fox Business.
The world was quick to react to the embarrassing news for Rapinoe:
https://twitter.com/GlobalProTrader/status/1715034583614247248
Victoria's Secret $VSCO
… ditching the wokers, as that didn't work out so great. https://t.co/F5jaKhsIUA— Philip Calrissian (@Trading_Sunset) October 19, 2023
WHOMEVER OR ANY COMPANY THAT HIRE THAT WITCH SHOULD GO OUT OF BUSINESS, she has not one redeeming quality. https://t.co/x0kLHg2DB8
— Keith Bishop (@BishopCubby03) October 18, 2023
One of the most predictable outcomes in human history. https://t.co/fiTPGTLy6X
— Bozo Joe (@Bozo__Joe) October 18, 2023
At least one person, however, was skeptical that “wokeness” had to do with the brand’s declining sales:
It's definitely wokeness. It could not possibly be their "pretty, svelte" salesclerks have no idea how to fit women into bras and their inexpensively made but expensively priced product. https://t.co/aPDW5NSHV3
— CRMWebb (@cynroseM) October 19, 2023
